Leading copy for the Deed acquisition

When Bonterra acquired Deed, an award-winning, high-converting employee giving and volunteering platform, the product needed more than a logo refresh and press announcement; it needed a new voice that fit the Bonterra ecosystem without losing what made Deed distinct. I led end-to-end copy for the migration, rewriting the product story across every surface a prospect or customer would encounter. This included two customer case study refreshes for Instacart and Zuora; a reimagined thought leadership guide, “The participation imperative: The new rules of employee engagement and social impact,” which merged and repurposed six existing Deed blogs; the core product and CSR pricing pages; and six solution pages spanning (1) gamification, (2) employee resource groups, (3) ESG reporting, (4) disaster relief, (5) deskless workers, and (6) nonprofit use cases. To support the transition, we also launched a coordinated web activation with pop-ups, side-pops, and banners that guided existing Deed audiences to the newly unified platform, preserving brand equity and customer trust while re-anchoring the entire product narrative within the Bonterra brand and voice.