**The first step is to imagine what could be.**

“[Meg] was the perfect partner to approach brand narratives in unconventional ways—whether we were creating persuasive social content or higher stakes media investments like partnerships with the New York Times and WIRED, to podcast scripts with Conan O’Brien, Stephen Dubner, Kara Swisher, and more. ” — JASON S.

MY METHOD

Lay the foundation. Build the frame. trim the windows.

Creative logic (or logical creativity?) is the beating heart of my practice. Structure frees us up to work effectively and well, while imagination helps us to tell stories that surprise and inspire.

For each of these pieces, I built the strategies and programs behind them. Each piece was curated (no “random acts of content”!) to suit a larger narrative — each shed light to make the brand sparkle. My work often goes hand-in-hand with a larger brand building and ContentOps initiative.

For strategy assets and decks, brand book examples, and other leadership and operations assets, please contact me privately.

My services

Human Resources, Pay Equity, and Legal:
Lead Strategist / Writer

Human Resources: Content and Strategy

Complete makeover

On this large-scale project, I crafted the underlying brand voice and style guide, and worked with the team to strategise the intuitive UX design. I also wrote all content across the website - from landing pages to buttons to blogs and guides. **This outcome? The magic of great copy, stellar design, flawless flow, and a seamless journey.**

see the outcome

Pay Philosophy 101: From the experts

An unconventional take on the “Year-in-Review” article that *adds value* while shining the spotlight on company *accolades*. Read on…

The Whole Person Workplace Part 1: Bringing Workplace Equity to the Center

Thought leadership isn’t just where you show up or how you sound; it’s the salient points you make that offer practical advice, a fresh perspective, or communicate a deep understanding of a problem. It surfaces unconsidered needs.

I commissioned and co-wrote this piece as part of a larger content strategy that I designed. This strategy was built on key pillars of pay equity — each piece of the puzzle launched at the right cadence, in the right places. Each piece is intentional.

Read the article.

Read Part 2 of this article, “DEI and Pay Equity: A Strategic Guide from Goal Setting to Execution”, on HR provider beqom’s website.

DemoGraphic Pay GAps: The Fundamentals of Gender Pay Gap Calculations

This article was part of a larger five-pillar, phased content strategy that I owned. That program culminated in a 360* overview of the elements of pay equity, DEI, and workforce analysis. It is designed help employers understand how to measure pay gaps at your organization, which eventually dovetails with the company’s specialised software. Here, I consulted with a subject matter expert to shape this instructional resource on two measurement methods: mean/median calculation and regression analysis. Read the full article.

Brazil Amends Labor Code to Require Gender Pay Equity

For this legal article, I conducted a full revamp of the company’s approach to regulation write-ups to make them (1) more concise and (2) easier to digest and follow. I also researched this piece in Portuguese and English with help from a colleague.

This resulted in standardised templates and input briefs that save hours of work.

In this article, we aim to give a basic overview of Brazil’s Equal Pay Law and its requirements, as well as those of related legislation. Read the article.

Quick Guide: How to Communicate your Strategic Pay Equity Plan to the Board of Directors

This “quick guide” was part of a larger effort to create a complete knowledge center for prospects and clients to support them, no matter where they were on their journey.

Read the quick guide.

Technology: Key Strategist, Writer, and PM

VÍKONNEKT: Custom Software Development

I wrote the entirety of the website and associated assets, and was promoted to direct their complementary brand strategy and writing-for-tech offering. Browse their site.

Inside Your data fabric: Blog ghostwriting

I ghostwrote this series of blogs within a few months of employment at NetApp. Have a peek.

Five signs you have a cloud spending problem

This is a partial rewrite of an asset I received from a third-party. Initially, the piece didn’t conform to our brand voice and, though factually accurate, had no life. I enlivened it through a considerate, but substantive, edit. I also created the outline and brief behind this. Read on.

Google cloud cyber resilience: Install base e-book

An interactive e-book, which I outlined in parallel with our agency of choice. I edited this text, consulted as an SME, and proposed the interactive design format, which the agency created. This e-book is part of a larger campaign to increase engagement with existing customers—just one piece of the puzzle within a larger content strategy. Read the e-book.

See the full campaign page here.

Travel and Tourism: Managing Editor, Lead Writer

Be half-wild: Surreal mural art

A short article chronically the work of a young Icelandic artist and her peculiar bird mural. Read.

ÓX Restaurant review

A brief review of ÓX restaurant in Reykjavík, an clandestine eatery seating 11 guests per night in a private, homey room. Read here.

Houses are never alone: photo book review

A brief review of the book Houses are never alone, a collaboration between Aðalsteinn Ásberg and Nökkvi Elíasson published by Dimma, about abandoned farms in Iceland. Learn about it.