Copy Lead and Content Designer · Brooklyn, NY

Hey, hi. 👋 I'm Lindsay Lamb.

For more than a dozen years, I've shaped copy, content, and storytelling for companies like Apple, Google, Meta, Shopify, Airbnb, Circle, and Okta. I've built and led teams of writers across product, marketing, web, social, events, campaigns, launches, and AI experiences. I love creating brands people connect with, building content systems that scale, and making even the most complex technology feel approachable.

AppleGoogleMetaShopifyAirbnbCircleOktaVerizon

Language for AI

Where I fit

AI has made writing a commodity. Distinctive voice and content design are now the difference between content that fills a page and content that builds a brand.

Selected work

2013–Now

Google · Voice & Tone System

Google Cloud Rebrand

Led the voice and tone strategy for the rebrand, directing 17 writers across web, social, events, email, advertising, and product.

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Shopify · Product Launches

300+ Shopify Launches

Led content strategy across 300+ launches, including Horizon, Shopify's first new theme foundation in ages, and the AI-first Winter '26 RenAIssance Edition.

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Airbnb · Content Strategy

Airbnb Beyond Homes

Led a cross-functional team of 10 writers through the expansion of Airbnb into Experiences and Services. We worked through how content lived in the app, how to standardize across hosts, and how to leverage AI to help write thousands of host material.

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Apple · Content Design

Apple Watch Buy Flow

Redesigned the buy flow content to cut friction. Online conversion ROI up more than 20%.

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Meta · Brand Strategy

Messenger Brand Separation

Defined the language strategy behind Messenger's standalone brand: the copy strategy that made Messenger friendlier at launch, and the in-app product copy.

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Circle · Tone of Voice

Circle Brand Voice and Campaigns

Defined the global tone of voice for USDC and put it to work everywhere: story films, a stablecoin flashcard series, and full pages in the NYT, WSJ, and Washington Post.

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Google · Storytelling

The Data Center Mural Project

Told the story of Google's Data Center Mural Project: artists painting the buildings where the internet lives, from Oklahoma to Belgium.

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Also: Apple's first global retail employee platform, Verizon's in-house creative organization, Chase homebuyer storytelling, and an accessibility-first content framework built with the visually impaired community.

What I do

The practice

Content Design

Content design

Flows, screens, and the words that move people through them. The Apple Watch buy flow is my favorite receipt: +20% conversion.

Systems

Voice and tone

Voice frameworks your whole team can actually use. Principles, examples, and the judgment calls in between.

Language for AI

Conversation design and AI-assisted creative workflows. How your product talks when the words are generated.

Direction

Launches, direction, and leadership

Naming, positioning, campaigns, and teams of up to 17 writers. Quality stays high when volume gets loud. So does the mood.

Building something that needs to find its voice?

Start with an email

Or find me on LinkedIn. Fast replies, good energy, zero jargon.