Traditionally, a lot of brand concepts evolved from doing my own thumbnail sketches. These days, while the USP is often born out of research, the big idea still needs to tap into a basic human emotion, and be shareable for social.
Craig Reynolds
Portfolio
Creative Content Stategist: As an award-winning copywriter with a special talent for visual thinking, I’m more than just a clever wordsmith. With expertise in both marketing and UX, I provide clients with copy, concepts and conversions.
Instead of filling in words to fit the design, I work with your team to develop a clear value proposition that helps shape the design. It’s a 360 approach – leveraging my own customer research – that provides solutions 180 degrees from what’s expected.
This way, using content-led design, everything on your page is optimized to resonate AND disrupt.
1st place finish at FinTech
Collaborating at Manulife's inaugural Hackathon
It was participating in the Unleash hackathon at Manulife’s Lab of Forward Thinking (LOFT) in the MaRS Discovery District that really pivoted my writing career into digital. Among 140 disrupters from various departments, our team finished 1st overall by creating and pitching an innovative new platform that would “reward good banking with better banking.”
The idea was to provide financial incentives to customers using online gamification. But instead of rewarding people for spending (as most rewards programs do), we’d reward them for saving and investing in other Manulife products.
To learn more about my copy services for fintechs and financial advisors, visit CopyandDonuts.com
Trusted brands
that trust my personal brand
Skill set
My multi-talented approach
Concepts
Copy
With an agency background and client-side experience, I am an agile writer who can craft consumer-facing UX copy just as proficiently as persuasive marketing copy, including: DMs, eblasts, SEO blogs, radio, video, product names and taglines.
Conversions
My writing can take on many forms depending on its environment. Headlines or subject lines, optimized copy and CTAs all have unique roles to play in your sales funnel. Each carefully chosen word is designed to propel people to convert.
SENIOR COPYWRITER
Craig Reynolds
I’ve always looked at advertising as creative problem solving. But as marketing has evolved, I’ve adapted my skills and process to help optimize conversion rates.
My approach isn’t just about following “best practices.” It’s about leading users through their journey and converting leads into customers.
By focusing on integrated campaigns that really work, I’ve earned the respect of my clients and have been recognized by various award shows, including: Ad Rodeo, ADCC, Applied Arts, Communication Arts, Lotus and the Crystals.
Testimonials
Their words, not mine
Donna Iligan
Sr. Marketing Manager, Manulife
“As a senior writer, Craig has an aversion for obvious solutions, the tired word plays and clichés. He’s a conceptual, big picture thinker who dives into briefs passionately and strategically.”
Scott Shymko
ACD, Cleansheet Communications
“Craig is capable of coming up with remarkably elegant solutions to complicated communications objectives. He is especially good at adapting his writing to suit not only the subject matter, but also the audience.”
Nick Lebesis
Director of Product Design, IG Wealth Management
“Craig is highly skilled in writing and editing UI text to help users navigate our products. His expertise in UX writing/design allows him to critique the visual style, interface, and interaction flow of applications and experiences.”
Social