Evolving communications

Ink & Switch wanted to move beyond their mysterious online presence. Previously, the lab's communication relied on occasional posts on X/Twitter and publishing longform essays two or three times a year. The team wanted to expand communication strategies and reach a broader audience. I was brought onboard to help identify areas for improvement.

Medium-form newsletter

We decided a medium-form newsletter would be the ideal way to share more about what’s happening inside the lab. While many companies use social media to share their experiments and behind-the-scenes work, we felt that this approach didn’t align with the lab’s brand. Social media tends to focus on quick, casual updates, whereas email offers a more intimate and thoughtful space for sharing content. It allows for more intentional storytelling that reflects the lab's ethos and gives us the opportunity to connect with our followers on a more personal level.

Crafting the vision

I conducted a mini research project, conversing with the lab director and other researchers at the lab to gather their thoughts and ideas. These discussions provided valuable insights for the newsletter, ultimately distilling everyone's ideas into a clear list of objectives and content goals.

I consolidated all the insights into a detailed document in Notion, which became the reference point for shaping the tone, direction, and content strategy of the newsletter.