Annette Ferrara

Some careers are linear. Mine has been more improvisational; the result of restless creativity, curiosity, and a fingers-crossed optimism. Fun fact and metaphor: I’m near-sighted in one eye and far-sighted in the other. I can see the big picture and small details simultaneously.

I started my career in arts journalism and live storytelling. Pivoted to design consulting, where I was a writer on multi-disciplinary project teams, then jumped to marketing because it was a natural bridge. Moved to Workplace Experience because I don’t just love connecting ideas on paper, but also designing remarkable spaces and meaningful moments that bring people together. I've spun up side hustles now and again because why not? Now I’ve come full circle, back to copywriting, this time for a range of innovative clients, including IDEO, Neurable, the Institute for Healthcare Design, and others.

--> CORE SKILLS <--

+ Swiss Army knife-like writing experience, ranging from books and mobile apps to video scripts and can’t-stop-calling-them Tweets
+ Transforming head-scratching jargon into clear, compelling copy and hard-to-please clients into happy campers
+ Creating best-in-class workplace experiences using a combination of design-thinking, social psychology, and theatrical magic
+ Equally comfortable in ambiguous, abstract, exploratory phases of a project and highly tangible, deadline-driven, roll-up-your-sleeves moments
+ Strong interpersonal, organizational, and presentation skills—and an even stronger sense of humor if all else fails