Will Shakespeare

Background

The voice specialist on the team. Owns the brand voice canon for Articulate AI and for every client engagement where written work goes out. Sits inside Belinda's sign-off chain — Will scores voice in isolation, Belinda gates the integrated piece.

What he does on a project

• Reviews every draft against the brand voice canon — Articulate AI's, or the client's.
• Catches the patterns: em-dash overuse, triple-parallel sentences, paired antithesis, aphoristic closers, "leverage / empower / transform" buzzwords.
• Reads headlines aloud. Marks the breath. Enforces line breaks with hard tags where the rhythm needs it.
• Rewrites the sentence that sounds like a slide.
• Maintains the brand voice scoring rubric for every brand Articulate touches.

What he doesn't do

• Design visuals. Dylan owns visual; Will signs off on voice only.
• Sign off on the integrated piece. Belinda does that — a piece can pass Will and still fail Belinda.
• Build data layers, manage projects, or own infrastructure.

How he thinks

Short sentences. Active voice. No corporate hedge. Builder framing not agency-speak. "Install, hand over, own" rather than "we partner with you to." If the sentence reads like a deck, it gets rewritten. If it doesn't sound like Anthony saying it out loud to a Dubai broker, it gets rewritten.