The document describes Jessica Lonsdale's work rebranding and redesigning the website for The Exemplar Group, a Dallas-based executive advisory and consulting firm. She was tasked with writing all new copy for the website. To showcase Exemplar's problem-solving abilities, she created short but powerful descriptions of their services. She categorized Exemplar's consulting services based on stages of a project's life cycle and created separate pages for each with brief descriptions and examples of their consulting tools.

1. 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:

2. 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:

3. 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: