https://www.anniewilkins.com/contact daily 0.75 2020-10-21 https://www.anniewilkins.com/resume daily 0.75 2025-12-29 https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/d72da174-6e77-4bd0-adcd-4e0f55d67a63/AW_RESUME.png Resume https://www.anniewilkins.com/about daily 1.0 2025-02-03 https://www.anniewilkins.com/work daily 0.75 2025-01-23 https://www.anniewilkins.com/work/rockefeller-foundation monthly 0.5 2020-10-21 https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603078646826-Y1VRIJI6YO6SL31EP7ET/100rc.jpg Work - The Rockefeller Foundation - The Rockefeller Foundation 100 Resilient Cities is a global effort pioneered by The Rockefeller Foundation to help cities all over the world become more resilient to the social and environmental stressors that threaten to weaken our urban communities. This growing global network includes government reps, NGOs, private businesses, and individual citizens. We created a digital program to drive members of the 100 Resilient Cities network to the resources available to them online. Here’s a taste. https://www.anniewilkins.com/work/ford-social monthly 0.5 2020-10-21 https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603075476940-XWBH9FET5XZXFCG5FMQ0/ford-social.jpg Work - Ford Social - Ford Social Ford is one of those iconic American brands with a lore that looms large. So with Ford Social, the digital program dedicated to owners and fans, we brought it down to earth with stories focused on dependability, innovation, and all the ways Ford improves the communities of the people who purchase their cars. Here’s a sample of what I sound like shilling for Detroit’s own. https://www.anniewilkins.com/work/mckinsey monthly 0.5 2024-09-20 https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603232754250-UVPMZWBBY2G3H39I4RLV/mckinsey-1.png Work - McKinsey & Company - McKinsey & Company McKinsey & Company is a global management consulting firm that provides strategy services to businesses, governments, and institutions around the world. When the firm underwent a huge rebranding effort in 2018, I worked with design and UX partners to create an in-depth, interactive brand guide, which was used to introduce internal teams to the firm’s new digital design standards. https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603232985009-D24GJBSQF1GPZ40EWASD/mckinsey-2.png Work - McKinsey & Company One key to McKinsey’s ongoing success is the firm’s ability to continually attract the world’s best and brightest. I worked closely with our client to develop an interactive career quiz, which introduces prospective employees to the diverse array of opportunities available within the firm. https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603235187365-IU9W9B8HFG8XSZ8P2L1T/Screen+Shot+2020-10-20+at+6.00.58+PM.png Work - McKinsey & Company https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603235187279-KIPFZL3NQOWIFJXP56BU/Screen+Shot+2020-10-20+at+6.01.24+PM.png Work - McKinsey & Company https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603235181807-7K4S5XNCOVWRIOD1DW78/Screen+Shot+2020-10-20+at+6.02.06+PM.png Work - McKinsey & Company https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603235182186-1OG8OIJIYGKROL0PZQBN/Screen+Shot+2020-10-20+at+6.02.34+PM.png Work - McKinsey & Company https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603235182259-IK9SLE7ID1T4ZD5ARL7C/Screen+Shot+2020-10-20+at+6.02.54+PM.png Work - McKinsey & Company https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603235182440-0VYIJ0CES64Z9TYSDS86/Screen+Shot+2020-10-20+at+6.03.18+PM.png Work - McKinsey & Company https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603235187997-OEOTMRQNFPDI07ESKMRK/Screen+Shot+2020-10-20+at+6.03.38+PM.png Work - McKinsey & Company https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603235182219-IG2957QW1PAJZQB16XHO/Screen+Shot+2020-10-20+at+6.03.58+PM.png Work - McKinsey & Company https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603251775160-ZTJ0ULVERIHK6OIJJBIB/Screen+Shot+2020-10-20+at+6.04.18+PM.png Work - McKinsey & Company https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603235184331-V11XWPAP1N2SZVU47Z9Z/Screen+Shot+2020-10-20+at+6.04.34+PM.png Work - McKinsey & Company https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603235187323-Q0OV4FI5THOXX96NSWDY/Screen+Shot+2020-10-20+at+6.04.53+PM.png Work - McKinsey & Company https://www.anniewilkins.com/work/casestudies monthly 0.5 2024-09-20 https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/910c9a38-da21-4df1-83f2-633a46ff5252/Untitled+design+%283%29.png Work - Case Studies - Case Studies Stories tap into our natural way of understanding the world, making them a crucial tool for communication, persuasion, and impact. By turning client wins into compelling narratives, I’ve successfully showcased the work of my colleagues to gain recognition from industry insiders. Below are samples of the case studies I’ve crafted for two of my award-winning employers. https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/e34e61ce-e756-4752-988d-2fc4107c15bf/Screenshot+2024-09-20+at+4.09.17%E2%80%AFPM.png https://www.anniewilkins.com/work/equality-now monthly 0.5 2020-10-21 https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603172024811-HUX23OGA2DDVVTVWMFY2/equality-now.png Work - Equality Now - Equality Now Equality Now is an international nonprofit that works to eradicate violence and discrimination against women and girls through legal advocacy. While the organization had accomplished a tremendous amount of good in its 25-year history, their outdated identity and digital presence didn’t adequately reflect their mission, power, and impact—or the level of bad-assery it takes to dismantle decades of cultural and structural violence against women. Tasked with refreshing Equality Now’s visual identity, website, and communications strategy, I worked closely with our client and our own design and UX teams, conducting site audits and stakeholder interviews, developing content strategy for the new site, and establishing new tone and voice guidelines. Our work earned Blue State Digital a Silver W³ Award in 2016. https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603171412457-8X0AN7H6VLR3UOIJABU8/Screen+Shot+2020-10-20+at+12.18.05+AM.png Work - Equality Now https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603171411424-VII6YELNUPOUAWY1NBLN/Screen+Shot+2020-10-20+at+12.17.13+AM.png Work - Equality Now https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603171412309-7OO6CKDSG2A0JBFBW3BB/Screen+Shot+2020-10-20+at+12.19.37+AM.png Work - Equality Now https://www.anniewilkins.com/work/ncl monthly 0.5 2020-10-21 https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603166159940-D45ELLZ2ZTSZJBCRWI3P/ncl.jpg Work - Norwegian Cruise Line - Norwegian Cruise Line Norwegian Cruise Line, known best for its inventive freestyle cruising concept, enlisted the Critical Mass team for a total rehaul of their digital presence in 2017, which included new search functionality, updated navigation, and a brand new cruise booking experience. In addition to working on the pitch team responsible for winning the business, I served as the team’s dedicated copywriter, crafting messaging across refreshed brand pages and collaborating closely with our lead content strategist to meet specified requirements. I also worked side-by-side with our design and UX teams over the course of a year, creating an entire library of new modules and components for the all-new booking experience across desktop and mobile. https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603168957437-OKNYUT15OIEA5P0TYBZR/Screen+Shot+2020-10-19+at+11.39.57+PM.png Work - Norwegian Cruise Line https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603168957039-EUORNF13AXJUYXTDJHCR/Screen+Shot+2020-10-19+at+11.38.45+PM.png Work - Norwegian Cruise Line https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603168955106-G2S0NZYGNLUBE0U50S7F/Screen+Shot+2020-10-19+at+11.38.09+PM.png Work - Norwegian Cruise Line https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603168953400-74805WYWUBJWXRVX26K0/Screen+Shot+2020-10-19+at+11.36.51+PM.png Work - Norwegian Cruise Line https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603168957088-ZYSTDE49ELFV12NKSFFX/Screen+Shot+2020-10-19+at+11.34.42+PM.png Work - Norwegian Cruise Line https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603168956728-HSLM89MJCZQB0GQUF12N/Screen+Shot+2020-10-19+at+11.41.22+PM.png Work - Norwegian Cruise Line https://www.anniewilkins.com/work/citi monthly 0.5 2024-09-20 https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603172754712-7WT2UAQVD1VPVZ1D7WD0/citi.jpg Work - Citi - Citi Upon joining Critical Mass in 2016, my team was tasked with updating all banking product pages for Citi, helping our long-standing client solidify their presence in the emerging fintech space. In addition to writing scripts for internal branding videos and establishing new digital tone and voice guidelines, I partnered with our lead content strategist to restructure product pages in accordance with FDIC requirements, conducted extensive user testing, and wrote all new copy for Citi Checking, Savings, CD and IRA pages. https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603173364425-WNN0F53Z4M083RWZOHHC/Screen+Shot+2020-10-20+at+12.55.01+AM.png Work - Citi https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603173363480-FWC5VBM5ZRVNS2ZAYCST/Screen+Shot+2020-10-20+at+12.53.56+AM.png Work - Citi https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/1603173364336-MJ6HJHL2OVWXDL7SWWRV/Screen+Shot+2020-10-20+at+12.51.30+AM.png Work - Citi https://www.anniewilkins.com/work/googlestore monthly 0.5 2024-09-20 https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/926c847f-f52c-463e-abbf-8259f938bb83/Screenshot+2024-09-20+at+5.53.26%E2%80%AFPM.png Work - Google Store - Google Store When Google acquired FitBit in 2021, I joined the Google Store team as a dedicated copywriter, helping merge the two tech giants through thoughtful, cohesive messaging that integrated FitBit’s health-focused identity with Google’s tech-forward ecosystem. Shortly after, I played a key role in the launch of the Pixel 6 and Pixel 6 Pro, writing copy that showcased each phone’s cutting-edge features and sleek design. Working closely with Google’s UX, design, and product teams, I helped create messaging that stayed true to Google’s user-first design, while ensuring every business team’s messaging priorities were appropriately represented. https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/f81f8708-ff49-41c7-8f6c-46220b028084/1.png Work - Google Store https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/404cbc35-e07b-49d9-b59c-f76be28d16c6/2.png Work - Google Store https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/4f778ff2-1528-44bd-8afb-b21de6b8c042/3.png Work - Google Store https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/f4280ed6-6d1e-4a07-921c-676431f76f8a/4.png Work - Google Store https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/361748da-b812-4f0a-af27-0738efbbdcf8/8.png Work - Google Store https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/6a1806ea-cd75-43a9-b618-e5b125fca646/9.png Work - Google Store https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/389e4fee-1cbc-49c9-94a3-8ce4880e0309/10.png Work - Google Store https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/034dc571-225a-426b-8540-51a7c4b95912/100.png Work - Google Store https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/99287c51-16c9-4aa9-bfbe-d045b03d9f96/101.png Work - Google Store https://images.squarespace-cdn.com/content/v1/5f8c8d51d107f21c8459e18e/0396968a-e0e8-4c93-8466-506d27bae9cc/102.png Work - Google Store https://www.anniewilkins.com/work/playback monthly 0.5 2024-09-20