In the Workplace with Alissa Walker

Name: Alissa Walker
Title: Freelance writer
Website/Blog: Gelatobaby
Location: Los Angeles, CA


Photo by Cicilia Teng

Tell us about your educational/professional background.
My whole life I actually wanted to be in advertising. It’s kind of sick, but I was obsessed with television ads, even though I didn’t watch a lot of TV (maybe that’s why). So I set a very direct course to an advertising degree, which meant I went through the journalism school at the University of Colorado, followed by the advertising program at The Portfolio Center in Atlanta. I was dead set on being either a copywriter or an art director. But something changed once I finished school, I realized I had really fallen in love with writing, and maybe not the ad-making part so much. When I got out of school I tried to get those choice advertising jobs but in 2000 they just didn’t exist anymore due to the dot-com bubble bursting. I took a few freelancing gigs and hated it. So I took a day job at a production studio and tried to write. Well that never works, so three years later I found myself on a trip to Europe all by myself (and eating a lot of gelato), and realizing that if I wanted to write, I had to get serious about it. So I started my totally-serious, writing-only freelance career. Soon after that I got a job as an editor of the design blog UnBeige and my career just took off. That was seven years ago and I’ve never looked back. I love being a writer, I love telling stories, and I love being freelance.

Tell us about your current job.
Right now I’m a freelance writer for several publications. I contribute regularly to GOOD; Fast Company’s new design site, Co.Design; the public radio show DnA: Design and Architecture; and write occasionally for a few others like Dwell, AFAR, and Sunset. I have been writing a blog about design, cities, walking, Los Angeles, and gelato since 2006 named Gelatobaby. I produce and program a lot of events and conferences, including events and parties here in LA for GOOD, as well as the monthly design event design east of La Brea. I’ll be speaking and moderating several panels at the upcoming Dwell on Design conference in June, and I’m also putting together an emerging designer mini-conference for AIGA’s national design conference in Phoenix in the fall. I’m also working on a book of essays about Los Angeles.

What does a typical day look like for you?
I get up around 6:00am and start to sift through the emails which have accumulated in the night. Then I usually start on my toughest or most important writing assignment first thing in the morning when my brain is sharpest. A few days a week I head into the office at GOOD (here in LA) for meetings, but otherwise I’m here at my desk pretty much all day. I also do a lot of field reporting for local stories so I’m often out and about a few days a week, riding my bike or public transportation to various places around Los Angeles. I stop and make a really great lunch with my boyfriend, the graphic designer Keith Scharwath, who also works from our house. I usually work on the weekends, too.

What kinds of documents do you produce?
I would say a vast majority of the pieces I write are blog posts. This is a dramatic shift from only a few years ago when I was producing maybe 75% print pieces and 25% blog. Now the print pieces are definitely the exception. But I actually really prefer writing online pieces: the immediacy is so great, and the ability to share and comment make the story better.

What communication skills are needed for your job?
Freelancers in general need to be very clear about their availability and be able to manage expectations, things I’d say I’m not so talented at. I often take on far more than I can feasibly do and then work far more than is humanly possible. Although I’m not sure it’s a requirement, I am very vigilant about answering emails right away. Again, not sure if that’s necessarily a good thing but it’s something I feel strongly about.

How did you prepare for your job?
I think I took a very roundabout path to my current career (and I say current because it could all change soon!) so I’ve ended up drawing upon many skills that I’ve used throughout my lifetime. One thing that sticks out is my experiences performing in theater and show choirs when I was younger. Public speaking has become a big part of my job and I don’t think I would have been able to do it if I hadn’t been onstage so much as a teenager.

List three of your favorite professional resources/references/tools and tell us why they’re your favorite.
The first and foremost is UPOD, a writers’ group started by my friend David Hochman. Here journalists from around the world share information and advice with each other. It’s awesome. And I have to say Twitter is #2: It’s where I get most of my story ideas, and where I’m able to share what I write with an enthusiastic audience. #3 would be my Leica D-LUX 4 camera. I love taking photos and writing about the way I experience Los Angeles on my blog.

How do you stay up to date in your field?
As I mentioned, Twitter is a pretty great tool, as is just reading the blogs of my friends, who are all geniuses in their fields.

How would you define professional writing?
Professional writing is the ability to take an important story and turn it into an unforgettable experience that your enthusiastic readers can’t help but share with their friends.

Do you have any tips to share with other professional writers/editors/designers?
Never, ever, ever take a job for the money. Just when I think I’ve learned this lesson, I fall back in the hole and end up hating myself, the publication, the world. Only pick the jobs and assignments that are going to make you proud.

In the Workplace, Spring 2011 Edition

Spring has finally arrived, and to celebrate, beyondwords will be showcasing the talent of professional writers, editors, and designers in the next edition of our “In the Workplace” series.

Our featured professionals will give us a glimpse into the work they do, from how they create and communicate in their job to how they define professional writing.

The Spring series will kick off tomorrow, April 27. Until then, get inspired by browsing our past features of young professionals.

Giving credit

Sharing is awesome—and so is giving credit where credit is due. For help in citing sources, check out these two handy flowcharts.


Photo Credit by Pia Jane Bijkerk, Yvette Van Boven, and Erin Loechner (via frolic!)


See Something? Cite Something. by The System and Caldwell (via Rosscott, Inc.)

Starbucks celebrates 40 years with a new look

Starbucks turned 40 today and to celebrate, they began rolling out the rest of their rebrand—sans the company name.

Here’s what Howard Schultz, chairman, president and CEO, said about the Siren-focused identity.

As we continue to connect with more customers around the world in innovative ways, our brand is also evolving to address the changing global market. Our new logo, which customers will see in stores beginning today, reflects this evolution by honoring our deep coffee heritage while allowing us to grow in exciting new ways.

This isn’t the first time we’ve looked at Starbucks’ branding strategy. From the first signs that the brand was being watered down to the decision to debrand select stores, Starbucks has been struggling to get back to its roots. The new focus on the Siren speaks to that effort while relying on customers to make the connection between the logo, the company, and where it all began. The question raised by the new look: can the nameless logo bring strength back to the Starbucks name? I’m looking forward to the answer.

The Elements of Content Strategy

Content strategy is the web’s hottest new thing. But where did it come from? Why does it matter? And what does the content renaissance mean for you? Content strategist and editor Erin Kissane tackles these questions in the latest A Book Apart publication, The Elements of Content Strategy. From basic principles to tools and techniques, this brief guide is great for both experienced content strategists and those making the transition from other fields.

We’re giving away a copy of this book to one of our readers. Simply leave a comment telling us your format preference (paperback or ebook). We’ll draw a name at random on Friday, March 11 at 5pm EST. In the meantime, be sure to head over to the A Book Apart site to read an excerpt and check out the other fantastic publications.

Update: The winner is Lori, congratulations! Thank you to everyone who commented. Be sure to enter our next giveaway in May.

140+ Tweet Feed: February 26-March 6

beyondwords on Twitter

Job Opportunities & Resources

  • Media Molecule is looking for an experienced Graphics Programmer. If interested, please send a showreel or demo of your recent work; those who just supply a CV will not be considered.
  • Want to work for Skype? Join the Communications team as PR Manager. Applicants should be experienced in all aspects of media relations and have exceptionally strong writing skills.
  • Ragan Communications is looking for a copy editor to join their team in Chicago. Experience with both online content and print publications is required, along with an understanding of social media.
  • Hobie Cat Company, designer and manufacturer of sailboats, kayaks, and other watersports products, is bringing their design activities in-house and need a web designer to join the team. Advanced design skills are required, and a personal interest in watersports or other outdoor activities is a plus.


What is 140+ Tweet Feed? It’s where we share our top tweets every week — news, tips, resources, and articles about professional writing, editing, and design — in more than 140 characters. Let us know about other great links on Twitter or in the comments.

Write for Women’s History Month

March is Women’s History Month and this year’s theme is “Our History is our Strength.” The Writing Women Back Into History project is a great way for writers to get involved and celebrate. 1000memories has partnered with the National Women’s History Project and the Internet Archive to remember the contributions of women in history—those whose lives shaped and were shaped by history.

You can join the project by writing about the significant women in your life—describing their lives, sharing photos, and writing stories in their memory. All women who are named will be added to the Internet Archive to ensure that they will be remembered in the future. For more information, visit the project’s site.

Grammar time

I hope you have your dancing shoes (or at least your editor’s hat) on, because it’s time for National Grammar Day. Every year on March 4, Grammar Day celebrates language with music, games, and contests. Here are some ways you can join in the fun:

How are you celebrating National Grammar Day?

140+ Tweet Feed: February 6-12

beyondwords on Twitter

Job Opportunities & Resources

  • Two Paperdolls, a letterpress and design house in Pennsylvania, is hiring a part-time web designer. CSS and XHTML knowledge are a must.
  • User Interface Engineering is looking for a copywriter. If interested, send your resume with a half-page write-up of your most significant copywriting accomplishment.
  • Twitter is hiring a Communications Coordinator. Candidates should have excellent writing, communication, and presentation skills along with a deep understanding of Twitter and the social media landscape.
  • Amazon has several openings of interest to professional writers, including software development engineer (Seattle), editorial operations manager (Kentucky), and style editor (New York City). Search all positions here.

Tools & Resources


What is 140+ Tweet Feed? It’s where we share our top tweets every week — news, tips, resources, and articles about professional writing, editing, and design — in more than 140 characters. Let us know about other great links on Twitter or in the comments.

140+ Tweet Feed: January 29-February 5

beyondwords on Twitter

Job Opportunities & Resources

  • Looking for an internship in PR? Livio Radio in Detroit is looking for two Public Relations and Social Media interns. Responsibilities include pitching press, distributing news, and tracking coverage.
  • Fix Congress First! is hiring a web developer to help build new online tools. This is a two-month contract with the potential for future project work.
  • Portland marketing communications agency Koopman Ostbo, Inc. is seeking an accomplished Public Relations Account Manager. Candidates should be passionate about the natural, organic, and sustainable marketplace.
  • Twitter is looking for someone who loves both the conceptual side and the implementation side of design projects to join the team as a UI Designer. This is a full-time position in San Francisco.
  • Love marketing and free coffee? Biggby, a Michigan-based company, is hiring a PR assistant (PDF). For more details, download the job description (PDF).
  • Disney Book Group seeks a senior digital editor. Candidates should have at least five years of children’s book editorial and/or children’s digital product development experience.

Recommended Viewing

Tools & Resources

  • Slipstream: Overwhelmed by too many tweets? Slipstream works directly with the Twitter API to hide tweets based on search criteria.


What is 140+ Tweet Feed? It’s where we share our top tweets every week — news, tips, resources, and articles about professional writing, editing, and design — in more than 140 characters. Let us know about other great links on Twitter or in the comments.