• creative director
• brand strategist
• story teller
Hi, I'm Michael elyanow
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%
A BRIEF TIMELINE
2016 – today
UnitedHealthcare
Associate Creative Director
2015 – 2016
Quality Bicycle Products
Senior Copywriter
2010s
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.
MY LATEST WORK —
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Experience
A BRIEF TIMELINE
2016 – today
UnitedHealthcare
Creative Director
2015 – 2016
Seven years ago, I was hired to help build the first-ever in-house creative team 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.
