New York Life

When Anomaly and Code & Theory launched the Be good at life.™ re-branding of New York Life, I was lead writer on the new site, responsible for creating dozens of top-tier pages as well as guiding junior and mid-level creatives.

We worked with content strategists to sunset thousands of existing site pages and fully reorganize the content, adapting both existing brand guidelines and the new above-the-line campaign. The new site tells stories and creates meaningful interactions, to explain complex products in a compelling way. And by writing with a “wise wink” — an insight with a smile that reaffirms the “lesson” — we demonstrate NYL is more of a partner (or life coach) bringing clarity to important life decisions, and less of a clinical provider.  

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Agency: Code & Theory
What I did: Copywriting