Hey! I’m Rachael Amesbury - the face and hands behind You Zig, I’ll Zag. I’m a senior content designer and copywriter with over 10 years of experience creating strategic, user-focused content for global brands.
I’m currently a Senior Content Designer at Flo Health, the world’s #1 female health app, where I craft conversion-focused content in the commercial stream.
Before Flo, I was at adidas, designing lifecycle communications that improved onboarding, engagement and retention across global markets. I’ve also worked across B2B SaaS (Lexer, Shorthand, BOLD), as well as in agency and in-house settings, using words to connect, compel, and convert.
I’m comfortable working in agile squads, partnering with designers, PMs, researchers and developers from discovery through to delivery. I’m also just as comfortable working autonomously with my dog by my side! I’m fluent in tools like Figma, Miro, Sketch, Jira, and UserTesting, and experienced in using design systems and structured content models.
I’m a big AI fan and see it as the future of content design. AI isn’t a shortcut, but a powerful support tool for research, ideation, prototyping and iteration. I use Claude, Gemini, ChatGPT, and Figma’s Make AI tools to explore and test ideas, accelerate production, and enhance collaboration across teams. My current goal is to integrate AI meaningfully into Flo’s daily workflow, freeing up time and mental load so content designers can focus on strategy, storytelling, and solving the right problems.
Outside of work, I recently completed a Master’s in Comedy Writing at Falmouth University, and I’m developing a sitcom and writing for performance, creative work that keeps my writing sharp, thoughtful and distinctly human. I’m just waiting for my BAFTA invite (elbow grease pending!).