Brief: Hebbia came to us needing five pages of copy written (their solutions and product pages), focusing on their solutions for different customers in different niches. They had loosely formed messaging and little to no tone of voice.

Process: I was the lead copywriter on this project and worked directly with the copy and brand team at Hebbia. Using their messaging framework, I wrote copy for the pages and pointed out where we could tighten the messaging so customers knew they were being talked to. I also offered three different tones for their headlines—straight-forward, institutionally focused (which went back to their messaging), and “cheeky” (they had wanted “an old Porsche ad” vibe).

Result: After two rounds of changes, everyone was happy and excited with their new direction. It felt elevated and technical without sounding robotic and broad. They also better understood what the Hebbia tone sounds like. And how to use it.