Persuasive writing that
gets noticed
Senior strategic thinking and ground-level execution from an accomplished, efficient writing duo
We take a journalistic approach to develop stories that resonate – and help organizations and leaders demonstrate impact, build trust, elevate profiles and shape opinions.
We strategize and write compelling materials designed to engage and inspire stakeholders for a wide range of clients at multinational corporations, foundations, agencies, technology innovators, non-profits and academic institutions.
Our Services
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Profiling a company’s leaders is an important way to build or grow a brand.
We help executives influence, educate and engage new audiences through bylined articles published online, primarily on LinkedIn.
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We help clients finetune an idea, then interview a subject matter expert to learn more about the issue and the proposed solution beyond the key messages alone.
We have had success landing many op-eds in national and regional media outlets.
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Whether necessary for stakeholders or designed to spark new conversations, reports are effective ways to concentrate messaging and underpin campaigns or strategic objectives.
We have developed annual, donor, impact, ESG and theme-driven reports for diverse companies and non-profits.
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For timely, important issues, we research and develop long-form articles that explore particular themes and serve as a foundation for advocacy efforts and communications planning.
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From keynotes to opening remarks, we help executives connect with a range of audiences, from employees to researchers to prospective donors.
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We serve as advisors and editors for companies and agencies that are strategically applying for funding, recognition, or new opportunities.
With our support, our clients have earned top-tier board positions, research funding, and high-profile awards including the WXN Top 100 awards, Canada's Most Admired Corporate Cultures, Strategy Magazine Agency of the Year and many more.
Meet the team
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A versatile and award-winning writer, Jennifer prods and questions the strategy of any document or project to make sure messages flow, are purposeful in context, and are backed up by evidence. She is, in particular, a highly skilled op-ed and byline writer and a tenacious researcher who helps companies find new ways to demonstrate key messages.
Before founding Understory, Jennifer spent nearly 20 years in PR, predominantly with Edelman Canada, where she developed the firm’s first Editorial Services offering, led successful executive profiling efforts, and developed messaging for a range of campaigns.
You can find Jen in the Roncesvalles neighbourhood of Toronto, planning adventures for her kids, perusing used book stores, baking as a form of meditation, and trying to find her cat (hint: she is probably in the bottom drawer).
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Jeff excels at getting to the heart of any story, finding the personal details and anecdotes that capture the impact of each company’s mission. He is a proficient interviewer who teases out meaningful insights and translates them into impactful prose. He’s also a creative and diligent editor who operates with a sense of humour every step of the way.After earning two degrees in journalism, Jeff spent 20 years writing strategic communications materials for organizations that include the Canadian Olympic Committee, Arthritis Society and the Ted Rogers Centre for Heart Research.
You can find Jeff in Toronto’s Leslieville neighbourhood, weeding his garden, corralling his children, biking on the Leslie Spit, and trying to find his coffee (hint: it’s probably still in the microwave).
The company we keep
Need more than writing?
We are tied to a community of trusted partners – including web developers, media relations pros, photographers, designers and translators to handle all elements of a project.
