rob killeen

PHONE SERVICE, BUT SIMPLE

branding + so much more

creative direction / copywriting / branding

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The brand that built me.

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I joined Visible before anyone was even allowed to talk about Visible. That means I was part of the original team that helped shape the brand from the ground up: tone, voice, values, and all the connective tissue in between. As the only in-house copywriter for a while, I became the go-to for agencies and internal teams alike whenever something needed to sound “Visible.”

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This translated into me doing a lot of fun work on almost every aspect of Visible: From writing device buy-flow and UX copy to script-writing for commercials, radio spots, and AI chatbots. Helping Care agents respond during outages, branding new features Visible was unrolling, figuring out how to market them, and creating the actual pieces of work.​ I was able to build the internal creative team, 39 North, which enabled all that great work Visible has produced over these years, along with collaborating with other Verizon brands.

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It was a playground, a proving ground, and a chapter I’ll always be proud of.

 

I believe that if you give a damn in this industry, you have to give a piece of yourself to your work. That's the creative edge: you -- merged into the work that's usually not meant for you. And so, over the years, I happily gave many pieces of myself to the Visible brand while it taught me much in return. So yeah, it's not a single piece of work or a campaign itself, but creating and marketing Visible was 1,000 experiences, all in one, that I will forever cherish.