Elizabeth Maki

Company rebrand

I turned inquirED from a scrappy academic startup into a brand that could scale and still feel like the best coach you ever had.

The founding team believed our research-heavy voice was what made us credible. I argued we could keep the credibility and close the distance.

Website redesign

I redesigned inquirED's site so it stopped reading as free curriculum and got better at converting buyers.

District leaders had been telling us we read as a non-profit. Fixing that had less to do with how the site looked and more with what it was willing to claim.

Product branding

A product identity that stands on its own in a crowded market but still feels like a part of the brand family.

Sharing a parent brand usually means looking like a smaller version of it. I built a system that stays in the family and still holds its own.

Essay

Your team isn't bad at AI; they're grieving.

"I've got a great idea," I told my manager. "I'm going to build our design system, turn it into a plugin, push it to our org repo, and train everyone to run it themselves." I paused. "I guess then I won't have a job."

Essay

Brand voice is language + cognition.

Rebuilding our brand voice to be AI native turned out to be so much more than a list of banned words.

Content

The same brand written into a campaign, a product page, a series launch, and a research piece.

See how I build content and write across channels and audiences.