Madeline Friedman

Brand voice + campaign strategy across global creative initiatives

• Developed brand architecture and style guides for new TikTok products and sub-brands
• Defined the voice of Lemon8’s mascot, “Captain Lemo,” increasing engagement across key campaigns
• Wrote platform copy and social content that drove adoption and aligned with Gen Z cultural trends

First creative hire; shaped the brand voice and content strategy from the ground up

• Grew Instagram audience from 0 to 2M in 1 year through highly shareable social content
• Created viral push notifications and UX copy that helped define the app’s cult appeal
• Collaborated with engineers and designers to build a proprietary content system using dynamic inputs
• Positioned Co–Star as a leader in modern astrology and Gen Z lifestyle branding

Supported original programming with visual storytelling + writing

• Animated sketches for Bloodfeast and Fish Center Live
• Wrote and edited comedic scripts in line with Adult Swim’s surreal tone and humor