Building a Brand Voice

From 2012 to 2018, I served as iFixit’s Lead Writer and Editor-in-Chief. During that time, the company became known for its emphatic, empowering, and playful brand voice — a unifying force that echoed across every product, platform, and publication.

17th February 2026

Broken is Never the End

Another iFixit emblem, written by me, that is still used by the company today.

iFixit • 16th February 2026

iFixit Fix-mas Card

Every year, we sent a Fix-mas card to our frequent customers. This exploded sleigh diagram is still my favorite.

16th February 2026

iFixit Brand Voice Guidelines

Authored by me in 2018, these brand voice guidelines are still adhered to and maintained by iFixit years later.

16th February 2026

Never Take Broken For An Answer

One of iFixit’s anthems, written by me, continues to appear on posters, t-shirts, and stickers.

iFixit • 16th February 2026

Pumpkin Teardown

iFixit was known for its teardowns of the latest tech. But we often turned our spudgers toward something more seasonal — like this Halloween pumpkin teardown.

iFixit • 15th February 2026

Bit History: The Flathead

This article, part of a series on the history of screwdrivers, was originally published as "Fantastic Bits and Where to Find Them". It later prompted a terse email from Harry Potter’s lawyers — still one of the proudest moments of my career.

Creative Content

Content has a habit of showing up everywhere. It never stays in its lane, because it is every lane.
From ad campaigns to internal handbooks, here are a few campaigns and creative projects
that I've helped bring to life.

BRAND VOICE • LONG-FORM CONTENT • EDUCATIONAL RESOURCES • DESIGN • EMAIL COPY

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Long-Form Content

iFixit • 16th February 2026

iFixit Employee Handbook

Inspired by 1950s Boy Scout manuals, the iFixit Handbook was written for new employees as an introduction to the company’s mission, ethos, and values.

Dozuki • 16th February 2026

Technical Writing Handbook

I developed a 12-chapter Technical Writing Handbook for Dozuki, a software platform for building workplace instructions. The handbook taught core technical writing principles to teams developing workflows and frontline work instructions.

yakʔityutyu housing community

In 2018, California Polytechnic State University opened yakʔityutyu, its first new dorm community in 30 years.

yakʔityutyu was named in honor of and in partnership with the local Northern Chumash tribe. Our team worked closely with tribal representatives, campus administrators, and faculty linguistics experts in a year-long campaign to educate the campus community about the names, build supporting resources, and tell the story of the tribe.