WORDcraft

WHAT I KNOW

STORY

100%

CREATIVE DIRECTION

100%

BRAND STRATEGY

100%

TEAM LEADERSHIP

100%

PRINT & DIGITAL

100%

B2B & B2C

100%

FROM FUNNY

85%

THE SPORTS

9%

 
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A BRIEF TIMELINE

2016 – today

UnitedHealthcare

Associate Creative Director

2015 – 2016

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

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.

2000s

A Storyteller's Life

Copywriter • Playwright • Professor • Screenwriter • TV writer

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.

 
 
MY LATEST WORK — 

Experience

A BRIEF TIMELINE

2016 – today

UnitedHealthcare

Associate Creative Director

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, 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.

2015 – 2016

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

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.

2000s

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.

 

ABOUT

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.

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Screen Shot 2021-02-25 at 11.31.08 PM.pn

 creative director  

 brand strategist  

  story teller

Hi, I'm Michael elyanow

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