Project Deets

Website Copywriting

Service:

Dra. Aurora Chang is an esteemed professor turned entrepreneur, serving Academics with developmental writing and consulting services. We met as she was beginning the re-brand process with Joanna of Joanna Moss Creative.

Though she had been running her business for quite some time already, Dra. Chang needed help clarifying her offers and figuring out how to communicate them clearly on her new website.

She also needed a messaging strategy that would resonate with her prestigious audience of Academics while simultaneously making them feel supported and understood. Each touchpoint needed to instill a sense of compassion and trust.

The Challenge

Joanna Moss Creative

design:

Academic Consulting

Industry:

Chicago, IL

Location:

Compassionate, Empowering, & Integrous

Brand Voice:

read the copy

Dra. Chang has an incredibly inspiring story– as an educator for 30 years, experienced professor, and once undocumented immigrant from Guatemala, she has overcome enormous
adversity in her life and career. She has now made it her life and work’s mission to create a space for individuals, particularly those from marginalized backgrounds, to grow and flourish in their academic careers.

So it was an honor to tell her story, and I’m particularly proud of how we were able to weave it into her website while keeping the focus on inspiring and empowering the reader.