Bertha.ai
Bertha.ai was the first AI writing assistant built directly into WordPress, setting an early standard for in-editor content creation. I led positioning and content strategy to help Bertha stand out in an increasingly crowded AI landscape, reinforcing her role as a creative partner rather than just another writing tool.
The Challenge
Bertha.ai was ahead of the curve, helping creators write directly inside WordPress long before AI became mainstream. But once ChatGPT exploded in popularity, the market quickly became crowded and noisy, with countless tools promising the same magic.
Bertha needed to reintroduce herself, not as a competitor to ChatGPT’s scale, but as a focused, purpose-built tool that fit seamlessly into creators’ existing workflows.
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The Strategy
Achieved an average engagement rate of 3.2%, exceeding industry benchmarks by roughly 2%.
Expanded monthly content reach from ~120 to over 1,400 across two platforms, representing more than 10x growth.
Drove a 42% increase in Meta and X followers within the first three months of collaboration.
When ChatGPT disrupted the market, Bertha risked being overshadowed by larger AI platforms. I shifted the focus to what made her uniquely valuable: a Chrome extension that let creators write directly inside their workflow without switching tabs.
I repositioned Bertha from a simple writing utility into a distinct creative sidekick with personality and purpose, reinforcing that advantage through consistent storytelling, refreshed visuals, and community-driven content across the WordPress ecosystem.
Instead of competing on scale, we doubled down on fit, familiarity, and trust, helping Bertha maintain relevance, deepen loyalty, and stay actively discussed within a dedicated creator community.
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My Favorite Design Work
Examples of The Work
