ASHWIN SODHI// PORTFOLIO 909.568.1162 | hello@ashwinsodhi.com |ashwinsodhi.com

WHAT I DOFor more than 10 years, I have crafted brand narratives with emotional intelligence and simple, elegant interface content that speaks the same language people do. Let’s work together to find your voice.

WHAT YOU GETUX/UI copy Voice & tone guidelines Core messagingVoice interface design Strategic research Video scriptingUX vision & scenario copy Content audit/analysis Brand playbooks

WHO I AM

I create conversation-centric experiences that get to the heart.

// ABOUT ASHWIN// CONTENT STRATEGIST & UX COPYWRITER

// ABOUT ASHWIN// CONTENT STRATEGIST & UX COPYWRITER

“Thank you so much for all your amazing support, writing, and belief in what we were doing. We have created great stuff together and you worked so much magic despite the bumpy road.”− Ken Olewiler, Managing Director, Punchcut

“Wow. That’s awesome. Your copy made me laugh and the story was very clear. Exciting to see our work come to life.” – Dr. Eric Cobb, Founder and CEO, Z-Health

WHAT THEY HAVE TO SAY

Simplifying complex ideas into human speak —without losing meaning.

THE PROJECTIt's tempting to borrow against your brand's goodwill in order to grow. But sustainable growth requires putting people before brand. At Airbnb, I reframed features so they connected with people’s goals and aspirations. We streamlined host onboarding flows, offered travelers more certainty in the booking experience, and gave people a personal reason to engage deeper. The result: more heart, more bookings, and growth that didn't bankrupt the brand.

HIGHLIGHT

Aligning growth and the customer experience

COPY BLOCKSYou don’t have to go far to experience life out of the ordinary. But you do have to book in the next two weeks if you still want $30 off your stay.

Find your sweet spotEvery home on Airbnb is unique. Reserve soon if you’ve found a favorite — this place tends to book up fast.

Friends don't let friends stay in tourist traps...

// AIRBNB// EXPERIENCE-FRIENDLY GROWTH

DELIVERABLES_ product UX copy_ email campaigns

THE PROJECTVoice interfaces are the ultimate stress test of a brand's voice. Does it fall flat or come to life? Vi, a virtual running coach, needed a vibrant personality that could adapt across key moments in a runner’s journey. Partnering with fitness and product experts, I established her voice and 700+ conversation prompts. From motivational content to in-studio directing, my work on Vi’s voice helped set the pace for a dynamic, personalized fitness experience.

HIGHLIGHT

“Yo! Welcome to the new afternoon pick-me-up.”

// LIFEBEAM VI FITNESS COACH// DESIGNING FOR CONVERSATION

DELIVERABLES_ 700+ voice prompts_ product UX copy_ voice & tone guidelines

“Hear that little voice in your head telling you to cool it before you hurt yourself? Or do I need to speak up?”

"Just get a feel for your tempo this first mile. Don’t stress about the rest—I got you.”

THE PROJECTIt’s a brand everyone’s talking about. The trouble is, everyone’s saying different things. As Uber transitions from startup to international brand, dozens of fragmented voices must converge as one relatable personality. I helped create content that focuses on who Uber cares about, and what they care about. As my work expanded into larger branding initiatives, we established guidelines for an emotionally intelligent voice that can help Uber spread to new markets.

HIGHLIGHT

“A Ride Without Reservations”

COPY BLOCKSTap a Button. Get Picked Up.

Get rides, when you need them. Safe, reliable pickups within minutes. All from your phone. With Uber, your money goes a long way.

No matter how you roll, we've got you covered. From luxury to low-cost, and everything in between. All rated and approved by people like you.

// UBER TECHNOLOGIES// EVERY STORY STARTS WITH EMPATHY

DELIVERABLES_ voice guidelines_ brand storytelling_ product UX copy_ taglines & ads _ email campaigns

THE PROJECTTo build excitement before the release of their new cloud media service, a major hardware manufacturer* needed strong, active copy for a demo video, user scenarios, and sample campaigns. I produced content across multiple media with a clear sense of motion and progress.

* project under NDA

HIGHLIGHT

“Bring the cloud down to earth.”

COPY BLOCKSBecause getting something done shouldn’t depend on getting the right device.

Grab and share from anywhere.

When it’s hard to tell signal from noise, we amplify what matters most.

// CONFIDENTIAL*// MIXED MEDIA, NOT MIXED MESSAGES

DELIVERABLES_ video script_ taglines _ copy lines_ scenario text

Translating features and products into feelings.

THE PROJECTAs Walmart's member-based business, Sam's Club takes a more considered, relationship-based approach to retail. Through signature content, holiday campaigns, and supplier style guides, I forged a connection between shoppers and the materials, sourcing and story behind products. Instead of focusing on features, I pushed my merchants and suppliers to imagining how products were used in people's lives for categories totaling more than $11M in annual sales.

HIGHLIGHT

Retaining customers, long after the deals expire.

COPY BLOCKSYou’ve planned the menu, prepped your mise en place, but there’s often one part of the perfect dinner party that leaves even the most prepared host puzzled: the wine.

Hosting, Easy as PieFull on feast mode

After an outage, your neighbors will want to know how you kept the whole house lit, all night long. The push-button start on this rugged generator can be our little secret.

// WALMART, SAM’S CLUB// DO YOUR CUSTOMERS BUY YOUR STORY?

DELIVERABLES_ style guides_ articles & guides_ seasonal collateral_ product descriptions

THE PROJECTEager to engage an affluent demographic in conversation, Wells Fargo looked to create national and local ad campaignscentered around their audience’s unique goals and activities. Working from existing designs and an editorial playbook, I instilled a new voice that aligned with existing imagery. Part of the story was left untold to stir interest and create a tone of confident optimism.

HIGHLIGHT

“You build for where the world is going, not where it’s been.”

COPY BLOCKSYou’re leaving things better than you found them.

Because your worth isn’t only measured in numbers.

You’re passing down more than just assets. You want the wealth of your investment experience to catch on with your kids—and theirs.

// WELLS FARGO BANK// REFRESHING THE CONVERSATION

DELIVERABLES_ taglines_ ad copy

BODY CONTENTYour philanthropic efforts reflect who you are and the kind of world you want to leave behind. It’s an investment that offers a different kind of return. Still, you hold donations to the same standards as the investments in your portfolio. The values that got you here are the same ones that can lead the world forward. At the Private Bank, our experienced specialists help you create a philanthropic plan where giving isn’t about giving money away. It’s about giving smart, so the impact you have lasts -- for good. Start a different kind of conversation at wellsfargoprivatebank.com.

HEADLINE

“You’re leaving things better than you found them.”

// WELLS FARGO BANK// COPY SAMPLE

THE PROJECTIn uncertain times, people aren’t looking at features — they’re looking for peace of mind. Intuit’s payroll package offered relief to first-time employers, but the messaging needed to do a better job of connecting emotionally with their audience. From ads to landing pages to e-mails, I developed a funnel focused on joining the conversation in the minds of small businesses.

HIGHLIGHT

“Growth, without the growing pains.”

COPY BLOCKSSave the do-it-yourself for the stuff you want to do.

This is what you do. What you get lost in when everyone else goes home. Now, you’ve got an all-in-one employer solution that works as hard as you do.

Just what you need. None of the stuff you don’t.

// INTUIT// ADVERTISING PEACE OF MIND

DELIVERABLES_ Landing page copy_ AdWords copy_ E-mail campaigns _ Tele-sales script_ Feature names

PPC and Click-to-Call Google Ad Campaign

// INTUIT// COPY SAMPLE

First-Time Employer?www.intuit.com/Employer-EssentialsGet Everything the Law Requires.All in One Place. FREE Instant Quote.

You Run a Businesswww.intuit.com/Starter-KitDon’t Let It Run You. Try Intuit®Employer Essentials™ - 1st mo Free.

Growing Your Businesswww.intuit.com/Painless-PayrollCan Be “Taxing.” Get PayrollDone for You. Packages Start at $69

New to Payroll?www.intuit.com/All-In-One-PayrollTry Our All-In-One Package So YouDon’t Miss a Thing. Get a Quote Now.

Landing Page Email Campaign

THE PROJECTLeadGenius wanted to spend less time debating the same decisions and more time launching campaigns with pop. Beginning with a brand discoveryworkshop and cumulating with a brand playbook, I provided empathy-based narratives that could grow as LeadGenius's audience did. Now, they're creating campaigns with consistency and plenty of creative elbow room.

HIGHLIGHT

“Not All Sales Data Is Created Equal.”

COPY BLOCKSReal Prospects, Hand-Picked by Real People

It’s Grow TimeTake on companies twice your size with data hand-picked to help you grow. Get as many leads as you can handle. Crank it up anytime.

Top-Shelf Leads—Served Neat

// LEAD GENIUS// ONE VOICE, MANY CHANNELS

DELIVERABLES_ Core messaging_ Benefits copy_ CTA guidelines_ Experience principles_ Tone guidelines_ Before/after examples_ Keyword hotlist

No more excuses or bad forecasts. With the most accurate leads out there, quotas and sales pipelines finally translate into numbers you can predict and stick to.

BENEFIT

Forecast: Clear Skies and a Steady Horizon

// LEAD GENIUS// COPY SAMPLE

Connect to customers that last. The more data we collect, the better you’ll be able to refine your target areas and find more long-term customers. Customize your search criteria based on real insights, not guesswork.

BENEFIT

Introducing Your New and Improved Funnel

Need to research the market without giving away your strategies? We get you a closer look at customers and the competition, and follow patterns that will help you find more business. Like a Trojan Horse. But without the squeaky wheels.

BENEFIT

Get Behind the Gate-Keepers

THE PROJECTTo break into the crowded Android market, LG knew cutting-edge features weren’t enough – they needed a brand narrative. I evangelized the idea that features don’t sell products, experiences do. Using brand pyramids to establish what it would feel like to use the product, I created internal messaging guides and over 120 tagline variants intended to speak to people’s aspirational selves.

HIGHLIGHT

“Experience Your World. Surprise Yourself. Move Forward with Optimus.”

COPY BLOCKSThere’s space to play. Try something new. After all, discovery is leading yourself somewhere you didn’t know you were going. Go on, surprise yourself.

Grow closer to the person you want to be. Life’s good when you’re moving forward.

Feature Headlines: Morning Kickstart, An Added Touch, Endless Entertainment.

// LG ELECTRONICS// SELLING AN EXPERINCE, NOT A PRODUCT

DELIVERABLES_ brand pillars_ UX narrative_ taglines _ copy lines_ feature names

Celebrating a brand by celebrating the people who rely on it.

THE PROJECTApple is not a brand known to brag. When they brought in the team at Sequence, they wanted help envisioning a campaign that marked the anniversary of one of their most successful products. We conceptualized ideas that extended their brand gracefully. Using Apple’s declarative and understated voice, I created taglines and consumer-facing messaging that celebrated the brand by celebrating the people who use it.

// APPLE// PEOPLE ARE THE NARRARATIVE

DELIVERABLES_ taglines_ copy concepts_ pitch deck_ feature names

// AUTODESK// WRITING FOR LOVE

DELIVERABLES_ taglines_ copy concepts_ pitch deck_ feature names

THE PROJECTIts brand helped build cities. But over the years, it hadn't built much love with its users. I interviewed customers only to find feelings of inevitability and powerlessness. To change the conversation, we broadcast customer stories front and center on the homepage and launched social media campaigns that showcased the game-changing things people were doing with Autodesk.

HIGHLIGHT

“#iSubscribe to the idea that small businesses can make a big difference”

COPY BLOCKS

Lightning Motocycles built the world's fastest production motorcycle. And it's electric.

Let's reshape the world together.

One platform to design, prepare, and print. Nowhere to lose details in translation. When everything is connected, you can be sure things come out precisely as you intended.

THE PROJECTCNN’s iReport needed to do a better job of inspiring people to participate. I worked with designers to develop a franchise voice that matched an inviting new app, worked to evaluate what content should and should not bemigrated to mobile, and brought wireframes to life with real content instead of the standard lorem ipsum.

HIGHLIGHT

“iReport invites you to share your story with CNN, and quite possibly, the world.”

COPY BLOCKSNew around here? iReport is our way of making sure we get all sides of a story. Take a look around, see what other citizen journalists are up to, or jump in and join the conversation at the assignment desk.

This story isn’t complete without your voice.

Hot off the news desk. Be the first one on the scene.

// CNN iREPORT// ACTIVATING A MOBILE COMMUNITY

DELIVERABLES_ mobile microcopy_ tone/voice guide_ UX content_ landscape audit_ content mgmt plan

MOREireport.cnn.com

Building brand love through engaging storytelling.

THE PROJECTContent paved the way for Disney teams to adopt a development toolkit and a new strategy for building products. I created copy blocks that inspired three different audiences with divergent goals, and brought their interests together to propel the company to change how it worked. By showing where tools fit in people’s lives, we were able to overcome outdated processes and challenge the status quo.

HIGHLIGHT

“The future of Disney is in sight. It’s faster. More efficient. And building it just got a whole lot easier.”

COPY BLOCKSBuilding what’s next doesn’t mean startingfrom scratch.

There’s a better way than the hard way: One trusted toolkit, designed by experts. Because you’ve got enough moving parts to worry about.

When the world evolves, you see opportunity. With Hex, you decide what the future looks like.

// DISNEY STUDIOS// WRITE NOW, BUILD LATER

DELIVERABLES_ 3 story concepts_ responsive content _ team bios

// PUNCHCUT// AUTHORITY IN SIMPLICITY

THE PROJECTMobile design agency Punchcut wanted to characterize their brand with authoritative content that held true to their accessible, collaborative personality. I produced content for an evolving website and instilled a practice of simplifying and humanizing their communications across new business, design and marketing initiatives.

HIGHLIGHT

“People are mobile, not their devices.”

DELIVERABLES_ core messaging _ brand guidelines_ case studies_ white papers & articles_ newsletter and blog

MOREpunchcut.com

COPY BLOCKSDon’t just meet people where they are. Meet them where they’re going.

Mobility has arrived. Newer, more powerful devices are now untethered from desktops and land lines. But they have no value or meaning without people. The essential truth remains: people are mobile, not their devices.

For human beings in a constant state of motion, good design is a moving target.

THE PROJECTA group of passionate individuals was too busy doing the work to figure out how to sell it. I brought fresh eyes that helped set a clearer vision. Their audience was getting lost in tech-speak. Dumb it down too much and educators wonder if you can help at all. The goldilocks solution was showcasing benefits, results, and just enough explanation to get an administrator to pick up the phone.

HIGHLIGHT

“Students need more attention. You need more time.”

COPY BLOCKSConnect with every student. Yes, really. Every student. We guide districts on how to use technology to personalize learning—even in the most crowded classrooms. It’s the kind of instruction that once seemed impossible.

We’re with you, in your schools, making sure technology is helping with the problems you’re already trying to solve-- not creating new ones.

// EDUCATION ELEMENTS// EXPERTISE WITHOUT THE JARGON

DELIVERABLES_ Website audit_ Multi-channel storyline_ Taglines_ Benefits_ Long-form content

MOREedelements.com

THE PROJECTThe stage was set for it to be a big year, and Monsoon needed to distance itself from other design and development agencies. So we created an irreverent voice that picked a fight with the status quo and then backed it up with case studies, manifestos, and an explainer video that laid out why working with Monsoon was going to be different.

HIGHLIGHT

“A one-stop shop for getting ideas off the whiteboard and into the hands of users.”

COPY BLOCKSCreation By Storm

No more design agencies stuck to sticky notes and painting exercises. No more development efforts where a vision gets lost in translation. Just one integrated team that knows what it takes to get real.

We could have filled it with features. But it isn’t always what you put in − it’s what you leave out that gives an app its shape.

// MONSOON STUDIOS// SAYING WHAT THE COMPETITION WON’T

DELIVERABLES_ responsive content matrix_ animation script_ 6 taglines_ core messaging_ case studies_ company bios

MOREmonsoonco.comWatch Explainer Animation

THE PROJECTWhen asked what Z-Health did, the three executives stumbled through three different answers. They'd been doing it for so long and were so close to the work, they needed fresh eyes to help them see it anew. I interviewed both executives and clients to establish a clear message --across several websites, explainer videos, and newsletter campaigns -- that helped Z connect emotionally to fitness trainers.

HIGHLIGHT

“Give us three days. We’ll change the way you train.”

COPY BLOCKSAn hour of free hacks and tricks guaranteed to make your clients stronger.

We get it. This stuff can sometimes sound like black magic (one day, you’re going to hear that from your clients, too). It’s not. We'll show you Z-Health's real-time rehabilitation exercises, live and on camera. That's how confident we are in our system and it's ability to get results you haven't seen anywhere else.

// Z-HEALTH// I HEAR WHAT YOU SAY,BUT I KNOW WHAT YOU MEAN

DELIVERABLES_ responsive web content_ testimonial interviews_ animation script_ landing page copy_ SEO recommendations_ taglines

MOREWatch Explainer Animation

THE PROJECTAnatta Design was evolving their service offering and needed an editorial strategythat spanned social media, paid campaigns, and several product websites. By first establishing a content strategy framework, the brand personality we created enabled the copy to evolve as the products did -- and even began to influence how the company made important decisions.

HIGHLIGHT

“Sell More Stuff. Ask Fewer Questions. ’Nuff Said.”

RESULTS40% increase in time on site

COPY BLOCKS

Finally, a checkout that looks as good as you do.

Half the effort. Half the steps. A shopping cart that checks out in half the time.

// AWESOME CHECKOUT// TRANSLATING WORDS INTO ACTION

DELIVERABLES_ brand guidelines_ editorial schedule_ product and ad copy_ drip newsletter campaign_ social media strategy_ case studies

MOREawesomecheckout.com

THE PROJECTRather than just pay for an advertising insert, Steltix felt they had a story to tell. I captured the story of how one client used their services, and crafted it into an advertorial for a highly targeted audience reading an industry publication.

HIGHLIGHT

“This is exactly what we were looking for. I have no edits.” - Jan Jaap Weerstand, Steltix

COPY BLOCKSKeune Haircosmetics is the classic example of a niche business whose success depends on scaling without compromising quality or tradition. Now, as Keune Haircosmeticsenters an era of unprecedented international expansion, it is utilizing Oracle’s JD Edwards EnterpriseOne to evolve its IT practices for where the company is headed, not where it’s already been.

// ORACLE// BLURRING ADS AND CONTENT

DELIVERABLES_ Advertorial

WORD// END 909.568.1162 | hello@ashwinsodhi.com |ashwinsodhi.com