Jessica Lonsdale | Creative Copywriting & Communications Portfolio: The Exemplar Group

The Exemplar Group, a Dallas-based executive advisory and consulting firm, hired my agency to do a full rebranding and website redesign. I was tasked with creating all copy for the new website – a difficult task because, like many high-level consulting firms, the brilliant minds at Exemplar were wary of putting labels on what they do. Working closely with Exemplar and the web designer, I created short but powerful descriptions that showcased Exemplar’s ability to problem-solve for multinational firms at the highest level.

Home Page:

Jessica Lonsdale | Creative Copywriting & Communications Portfolio: The Exemplar Group

Because Exemplar was unimpressed by traditional “What We Do” and “About Us” pages, I worked with them to categorize their broad array of consulting services into categories based on what stage of a project’s life cycle an Exemplar client might be experiencing difficulties: decision, execution, outcome, or the all-encompassing field of “consulting services integration.” Then the web designer and I brainstormed ways to represent this graphically.

Capabilities Page:

Jessica Lonsdale | Creative Copywriting & Communications Portfolio: The Exemplar Group

We then created separate pages for each project stage that Exemplar can help its clients with, and I created a brief description of Exemplar’s services in that area, packed with examples of specific consulting tools.

Execution Page: