Joby Aviation
Convincing the client that technical clarity didn’t require technical language and words with movement and emotion could still give consumers the confidence to get on board a Joby.
THE UNLOCK
Anchored in the Dreamer archetype, I pushed beyond convention, reintroducing the wonder of flight as it once was and shaping copy that balanced emotional resonance with absolute clarity.
The result was language that made a new category feel intuitive, human, and aspirational — without dumbing it down.
Where precision meets poetry.From the sweeping lines of our wings to the stitching in our fabric, we’ve thoughtfully considered and crafted every single detail. Even better? Breathtaking views come standard with every seat.
Take the high road. A few taps on our app and we’ll choreograph your entire commute, including coordinating an Uber to and from our heliport. No hassle or headaches, just smooth sailing from A to B.
The sky was never the limit.
Step into an Uber. Take off in a Joby.
Tone of voice guidelines
Proof points
Value proposition
OOH copy
Video script for Uber/Joby Super Bowl activation
Web copy
ROLE:
Lead Messaging Strategist
Senior Copywriter