The Mash-Up Americans
Shaping a unified voice for a hyphen media brand
Mash-Up Americans is a unique media brand — part cultural editorial platform, part B2B podcast production studio — dedicated to elevating mixed-identity stories. My work mirrored their mission: bringing clarity to a multi-part brand and articulating how its components fit together. I built their messaging and wrote their new site copy to express that identity in a single, cohesive voice.
Skills & Specialties
Copywriting · Brand Messaging · UX Strategy
Crafting the message behind the new Mash-Up website
Opportunity
The Mash-Up Americans were preparing to relaunch its website, which needed to represent the distinct but interconnected sides of the brand.
Their work spans an acclaimed flagship podcast, celebrated branded podcast series for partners like HBO, and a wide range of essays, interviews, and cultural commentary — but the previous site didn’t clearly communicate the full scope of what they do or how these pieces fit together.
They needed messaging and a content structure that made their mission and capabilities immediately clear to both their community and potential clients.
Work
The Mash-Up Americans already have a powerful tagline “Your guide to hyphen America.” Building on its core idea, I developed the brand’s messaging framework, wrote website copy, and shaped the flow and structure of the site.
This included defining how the editorial and studio sides relate, establishing a clear narrative throughline, and guiding page architecture so users could quickly understand the brand’s work.
I collaborated closely on UX to ensure content and design worked in sync, giving the site a rhythm and sensibility that felt distinctly Mash-Up.
Impact
The relaunch brings clarity to Mash-Up Americans’ unique identity, pairing a cleaner, more streamlined site with a personality that feels unmistakably theirs.
The messaging framework also created internal alignment around their story, strengthening how they communicate externally and giving them a foundation they can activate across editorial and studio initiatives.