Projects
Welcome to my portfolio! Here, you'll find a collection of my diverse writing projects that showcase my unique style and expertise. Each project reflects my passion for crafting compelling content tailored to meet the specific needs of my clients.
Central Optometry
Role Played: Content Strategist & Website Content Writing
A foundational project that shaped multiple clinic websites under one umbrella. I helped define how the brand shows up online, from structure to storytelling.
​
Highlights:
-
Led overall content strategy across Central Optometry and affiliate sites
-
Defined sitemap structure to improve flow and usability
-
Wrote clear, engaging website copy aligned with brand voice
-
Ensured consistency across multiple locations and audiences
Outcome: A cohesive digital presence that balances clinical expertise with a modern, approachable feel.
Calgary Distress Centre
Role Played: Website Content Strategy & Content Writing
A deeply collaborative project focused on clarity, empathy, and accessibility for users in vulnerable moments.
​
Highlights:
-
Planned sitemap and content structure with stakeholder input
Conducted client interviews to align tone and messaging
Wrote compassionate, easy-to-navigate content
Prioritized quick access to critical resources
​
Outcome: A supportive, user-first experience that helps people find the right help when it matters most.
Daniel Island Eye Care
Role Played: Website Content Strategy & Content Writing
A brand refresh that brought warmth and personality to the forefront of the clinic’s digital presence.
​
Highlights:
-
Led discovery and client interviews to uncover brand differentiators
-
Refined messaging to emphasize personalized care and community focus
-
Reworked site structure for clarity and flow
-
Wrote approachable, patient-first content
​
Outcome: A modern, welcoming website aligned with the clinic’s evolving identity.
Dr. Bishop & Associates
Role Played: Website Content Strategy & Content Writing
A full content overhaul designed to simplify the patient journey and showcase a forward-thinking approach to eye care.
​
Highlights:
-
Led messaging strategy and site direction
-
Translated complex services into clear, patient-friendly language
-
Structured content to guide users toward booking with confidence
-
Emphasized modern technology and personalized care
​
Outcome: A clean, intuitive website that feels both professional and easy to navigate.
Rutland Optometry
Role Played: Website Content Strategy & Content Writing
A project centered on clarity, comfort, and family-focused care.
​
Highlights:
-
Developed a warm, approachable tone
Simplified service content for better patient understanding
Structured pages for easy navigation and decision-making
Reinforced trust through clear, informative writing
Outcome: A friendly, accessible site that makes booking and learning effortless.
Joshua Powell M.D.
Role Played: Website Content Strategy & Content Writing
A high-end surgical brand requiring clarity without losing sophistication.
Highlights:
-
Led content strategy and sitemap collaboration
-
Simplified complex ophthalmic procedures for a knowledgeable audience
-
Balanced medical accuracy with readability
-
Positioned the practice as modern, efficient, and data-driven
​
Outcome: A refined digital presence that builds confidence and trust in surgical care.
Belle Vue Specialty Eye Care
Role Played: Website Content Strategy & Content Writing
A multidisciplinary practice with a broad scope that needed clarity and cohesion.
​
Highlights:
-
Defined and organized multiple service pillars
-
Created consistent messaging across diverse offerings
-
Balanced professionalism with an approachable tone
-
Highlighted functional vision and quality-of-life outcomes
​
Outcome: A unified website that clearly communicates both depth of care and patient impact.
Dr. Zargar Eyecare
Role Played: Website Content Strategy & Content Writing
A bold brand refresh focused on elevating both clinical and aesthetic positioning.
​
Highlights:
-
Developed a strong, unified brand voice
-
Refined messaging across medical and optical services
-
Highlighted premium eyewear and advanced treatments
-
Created a balance between style and substance
​
Outcome: A polished, high-end digital presence that speaks to a design-conscious audience.
Riverwalk Dental
Role Played: Website Content Strategy & Content Writing
A community-driven practice with a focus on comfort and connection.
Highlights:
-
Positioned the clinic as approachable and neighbourhood-focused
-
Highlighted personalized, relationship-based care
-
Balanced modern technology with a relaxed tone
-
Wrote content for a broad audience, from families to professionals
​
Outcome: A welcoming site that builds trust and reflects real patient experience.
MacuMira
Role Played: Website Content Strategy & Content Writing
A highly technical project requiring precision, compliance, and clarity.
Highlights:
-
Translated complex clinical data into accessible language
-
Maintained strict regulatory and compliance standards
-
Balanced scientific authority with patient-focused messaging
-
Wrote for both clinicians and patients
​
Outcome: A credible, informative site that communicates innovation without overwhelming the reader.
Victara
Role Played: Website Content Strategy & Content Writing
An integrative medical brand focused on long-term health and performance.
​
Highlights:
-
Developed full messaging strategy and brand voice
-
Structured content around health, function, and vitality
-
Highlighted evidence-based, personalized care
-
Created SEO-aligned, patient-focused service pages
​
Outcome: A sophisticated, cohesive site that positions Victara as a leader in modern men's and women's health.
Oculare Personalized Eye Care
Role Played: Website Content Strategy & Content Writing
A boutique concept built around elevated, individualized care.
Highlights:
-
Defined a refined, premium brand voice
-
Highlighted concierge exams and VIP offerings
-
Crafted persuasive, emotionally engaging copy
-
Structured content to support conversion and brand positioning
​
Outcome: A polished, high-touch digital experience that reflects the clinic’s exclusivity.
Cleinman
Role Played: Website Content Strategy & Content Writing
A business consulting brand targeting driven optometry practice owners.
Highlights:
-
Wrote messaging tailored to entrepreneurial clinicians
-
Balanced authority with direct, relatable language
-
Positioned the brand as a long-term strategic partner
-
Focused on outcomes like growth, freedom, and legacy
Outcome: A confident, human-centered site that resonates with ambitious practice owners.
​
