Hello. I’m Liz Yap, an editor turned strategist with a focus on naming and brand writing.
Words are my bread and butter. Brand storytelling is my jam.
FEATURE WRITING
I began my career in magazine publishing, starting as an editorial assistant and working my way up to editor-in-chief. Whether it’s for brands or for publications, I’ve always loved telling stories.
I write editorial features on occasion, mostly covering food and travel. My byline has appeared in the Philippine editions of Esquire, ELLE Decoration, Martha Stewart Weddings, and Vogue, among others. Here are some of my recently published features.
Chef Timothy Flores Found His Culinary Voice With Kasama, Vogue Philippines
Chefs Margarita Forés and Johanne Siy Collaborate For The First Time in America For ARK’s Third Benefit Gala, Vogue Philippines
Abi Balingit Is On The Rise, Out of Print
A Seat At The Table: A Conversation With Bettina Makalintal, Out of Print
WHAT I DO
Brand naming
Product naming
Trademark screening
Verbal identity and tone of voice development
Brand writing (manifestos, taglines)
Brand messaging
Copywriting (packaging copy, website copy, social)
Feature writing
Editing and proofreading
Brand strategy
Brand positioning
Brand architecture
Cultural and cross-category audits
Workshop facilitation
Qualitative research and consumer interviews
Audience persona development
BRANDS I'VE WORKED WITH
AMC+
Bayer
Brick & Wonder
Calbee
Capital One
Coleman
Corona
Diamond Crystal
F. Schumacher & Co.
Fedrigoni
Frutero
Games For Change
Jack Link's
Joe Torre Safe At Home Foundation
KitchenAid
KKR
Knorr
Kohler
Leslie J. Garfield
Liebherr
Martha Stewart Living Omnimedia
Match Group
McCormick
Mejuri
Milton's
Nestlé
Slumber Cloud
Sub-Zero
Sumitomo
Teal
Tendermint
Trovo
Uber
UNICEF
Warner Bros. Discovery
Wolf