Writing Samples
Writing has always been part of the work, not separate from it. These samples span B2B SaaS, consumer brands, industry publishing, and my own practice.
Different audiences, different voices, same underlying goal: writing that actually moves people, not just informs them.
Own Voice — Paulsen Studio
Strategic and personal essays on design, creative leadership, and how I think about the work. Written for marketing leaders and senior designers.
"Why 'Safe' AI Direction Is Risky for Your Brand"
My most-read piece on AI and creative judgment. The argument: the real advantage isn't access to AI tools, it's knowing when the output is wrong. Read Now
"The Design Skills Gap: Why 'Making It Look Good' Isn't Enough Anymore"
On why aesthetics got design in the door and strategy is what keeps it at the table. Read Now
"When Every Hobby Becomes a Brand"
A personal essay about a ceramics class, the instinct to optimize everything, and what it costs to never just make something. Read Now
"The Difference Between Delivering a File and Delivering a Result"
On the invisible work that makes a project feel effortless — and why it's where real expertise lives. Read Now
Industry Publishing — EDUCAUSE Review
Sponsored editorial published in EDUCAUSE Review, the leading journal for higher education IT leaders. Written as Creative Director at LabStats.
"Using Data to Meet Students' Unspoken Tech Needs"
How IT teams can use usage data to proactively support first-generation, part-time, and low-income students without waiting for them to ask. Read Now
"Gaining Deeper Insights into Institutional Data"
On combining LabStats usage data with financial, demographic, and inventory data to give CIOs a complete picture for strategic decision-making. Read Now
B2B Content Marketing — LabStats
200+ blog posts written from 2018–2025 as Content Marketing Manager and Creative Director. Pre-AI, sustained content operation for a B2B SaaS platform serving 1,000+ universities worldwide.
"Becoming the Budget Hero"
On how IT leaders can use usage data to find budget room without guessing. One of the earliest pieces I wrote, still live and still relevant. Read Now
"Stop Fearing Budget Cuts"
The emotional reframe that became the foundation of LabStats' content strategy: budget pressure as an opportunity, not a threat. Read Now
"Why Accessibility in University Computer Labs Matters"
Writing for a broader institutional audience on equity, access, and why IT decisions have human stakes. Read Now
Full archive: labstats.com/blogs
Consumer Brand Storytelling — Primal Pastures
Blog posts written 2017–2018 as Marketing Director. Direct-to-consumer regenerative agriculture brand. Mission-driven conversion writing for an audience that needs to be educated before they buy.
"The Great Lie of Grass Fed Beef"
Still being cited and shared years later. The piece that reframed "grass fed" as a marketing fiction — and positioned Primal Pastures as the honest alternative. Read Now
"Build Your Own Pet Food Pack"
Content that built a new product category from scratch and sold out inventory that had been sitting in a freezer for two years. Read Now
"How to Fix the Food System"
The mission-first, big-ideas piece. Shows I could write at a movement level, not just a product level. Read Now
"The Not-So-Sweet Truth About Big Honey"
Same expose-the-industry strategy as the beef piece, applied to a different product. Shows the approach was systematic, not accidental. Read Now
For additional writing samples or questions, reach out.