National Instruments photo


Project: Content Strategy

Client: National Instruments under contract with Smith & Robot


National Instruments needed a content strategy to accompany rollout of a new website that would consolidate its education products in one location online. The site needed to be useful for audience types ranging from educators to policymakers to industry leaders, and more.

My work:

·      Content Strategy

·      Internal User Persona Brief

·      Data Sheets

·      Messaging Guidelines

·      Site Audit

·      Taglines & Headlines


·      Sourced content and insight from existing internal and external presentations; sourced added information from academic journals where necessary

·      Worked under Smith & Robot Creative Director Chad Currie to develop and finalize content in collaboration with education, sales, marketing and strategy teams at NI