WORDcraft

WHAT I KNOW

STORY

100%

CREATIVE DIRECTION

100%

BRAND STRATEGY

100%

DEI

100%

TEAM LEADERSHIP

100%

B2B & B2C

100%

FROM FUNNY

85%

THE SPORTS

9%

 
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 creative director  

 brand strategist  

  story teller

Hi, I'm Michael elyanow

I am a creative director + brand strategist who focuses on copy + messaging + the elevation of DEI. My creative background is founded on storytelling. My artistic approach is based on play. My leadership style is rooted in empathy. 

A BRIEF TIMELINE

2016 – today

UnitedHealthcare

Associate Creative Director

2015 – 2016

Quality Bicycle Products

Senior Copywriter

2010s

ABOUt

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Ever since I can remember, I've been thinking in images, seeing in story, and creating experiences. I bring together all my artistic, leadership, and professional skills to help every brand tell their best story.

 

I live in Minneapolis with my great husband and our great son, plus a dog and cat that the jury's still out on. I grew up south of Boston — lost the accent, kept the edge. 

Looking forward to hearing from you.

  • LinkedIn
  • Amazon
 
 
MY LATEST WORK — 
UHC B2B
Pride365+
Open Enrollment Video Series
UHC & Peloton

Experience

A BRIEF TIMELINE

2016 – today

UnitedHealthcare

Creative Director

2015 – 2016

Five years ago, I was hired to help build the first-ever in-house creative department for UnitedHealthcare's Employer & Individual division. As a brand strategist focused on copy and passionate about promoting DEI, I keep the story of UnitedHealthcare in check, on point, and forward moving. I lead a team of copywriters & designers, create voice & tone guidelines, direct B2B & B2C content and more. Check out highlights from my UHC portfolio here.

Quality Bicycle Products

Senior Copywriter

Working with executive leadership and mentoring a team of copywriters, I helped refine and strengthen QBP's voice and tone. Take my QBP gallery for a spin here.

2010s

Go East • Hunt Adkins • Intercross • Mithun • Padilla • Scales • The Guthrie Theater • The Playwrights' Center

Freelance Copywriter

2000s

Welcome to the alphabetical listing of the agencies and organizations I've worked with as a contractor since moving to the Twin Cities waaaaay back in 2010. A majority of my agency work was on 3M projects — highlighted here.

A Storyteller's Life

Copywriter • Playwright •
Professor • Screenwriter

I started off writing for the stage and screen, moved to copywriting for websites and industrials, taught at colleges like Carleton and Emerson. Along the way I was Associate Chair of Northwestern University's Creative Writing for the Media Program and helped create their Graduate Program in Writing for the Stage + Screen. Catch more of my storytelling story here.