Fair was an automotive fintech company that aimed to revolutionize the future of car ownership, and I was involved as the lead writer from inception through launch. I helped define the voice, tone and brand identity, devised the mission statement, tagline and other key messaging - all at warp speed while the product was being developed. After a successful product launch, and a few years in operation, Fair was - in a totally unsurprising turn of events for a new tech company - acquired by another tech company. Ah, c’est la startup.