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Archive for the 'writing projects' Category

Spin City

Thursday, May 22nd, 2014

Tales of Triumph, Adventure and Love on Two Wheels

Seven cyclists share why they ride, their favorite local routes and the joy biking brings them.


Madison Magazine June 2014 cover - Why I Ride


Information toll road or freeway?

Thursday, May 15th, 2014

UW-Madison scholars offer a map to the net neutrality debate.

Maybe you’ve spotted it in your daily news feed in the last few weeks. Net neutrality — the idea that the Internet should remain an open, democratic, free-market medium for all people, regardless of how much the
y pay — is getting mainstream attention.

At the UW-Madison, Danny Kimball and Lucas Graves both study issues involving net neutrality. Kimball is an instructor and Ph.D. candidate in UW-Madison’s Communication Arts Department specializing in new media; net neutrality is the focus of his dissertation. Graves is a former Wired reporter and now an assistant professor in the School of Journalism and Mass Communications.


Read full article.
UW-Madison scholars offer a map to the net neutrality debate



They just want to speak English

Wednesday, April 2nd, 2014

They are Syrian immigrants and Bhutanese refugees. Spouses of visiting professors from Pakistan and au pairs from Ecuador. Studious mothers of 12 from Somalia whose turn it is, finally, to attend class.

Some, highly educated in their home country, arrive with advanced degrees. Others have never set foot inside a school and struggle to read and write in their native language.

Step into an English as a Second Language classroom at Madison College’s downtown campus, and you’ll find learners from 10 or 15 countries, and as many stations in life, practicing together.

“The clock is on the wall.” “Epiphane is Akugbe’s brother.” Or in higher levels, “Had I known you like reggae, I would have invited you.”


Read article.

ESL student on steps of Madison College


App accessibility for blind users

Tuesday, April 1st, 2014

For most of us, smartphones make life more convenient and fun. We route trips, game, buy things and share ideas on the go. But for blind users, smartphones can be survival tools. An app or web page that’s not accessible is more than an annoyance — it disconnects and disorients.

Kevin Jones is one such user. Blind since birth and a lifelong Madison-area resident, Jones is a technology evangelist and an emerging force in the local web and app development community. He’s on a mission to help developers understand how to make their content accessible to the blind.

If you’re having trouble imagining how a blind user navigates a smartphone, head to your phone’s accessibility settings, turn on the screen reader (VoiceOver on Apple iOS, TalkBack on Google’s Android platform), shut your eyes and try catching up on today’s news or tweeting.


Read full article.

Photo of Kevin Jones and screen shot of article on

Best Places to Work 2014

Thursday, March 20th, 2014

My first piece for Madison Magazine, the April 2014 cover story:

“We’re excited to have you on our team! It’s not often we hand out cover stories to folks we’ve never worked with before, but our hunch that you were the best fit for our Best Places to Work project was a good one.” — Brennan Nardi, Editor

Read article.

Liz Merfeld Madison's Best Places to Work 2014

The new intertextuality

Thursday, July 25th, 2013

The Humanities Hackathon leads the UW’s entry into digital humanities.

If a paperback on your summer reading list was published anonymously, you’d probably notice. But if this article lacked a byline, or tonight’s episode of Wilfred didn’t credit a writer, you might not bat an eyelash.

Mark Vareschi, assistant professor of English at UW-Madison, wants to know why, and also how anonymous publication affects the way we interpret published or performed works. To help him get closer to the answers, he turned to computers….


Read full article.

Humanities Hackathon

Rebrand & Website Launch

Tuesday, July 9th, 2013

Another collaboration among photographer, filmmaker, and creative director McNair Evans; designer Adam Prince; and Liz Merfeld: A re-branded and re-launched Service Thread.

Together we refined Service Thread’s brand look, sound, and feel. We helped them transcend their existing brand identity to reflect a genuinely accessible yet cutting-edge persona.

From here we applied these new tools to launch a completely new website.




Four Lakes Wildlife Center helps wild animals

Thursday, June 13th, 2013

Last May, the girls next door found a baby bunny hopping near their tomato garden, scooped her up and placed her in a box in their garage. “What should we do with her?” they asked me, the neighborhood’s token animal rescuer.

She was the size of my fist, her eyes and ears open, in good health. I had recently learned that at this age, belying their helpless appearance, bunnies are out of the nest and on their own. So we planted her beneath some tangled boscage in their backyard and watched her scamper away.

Bunnies like her often find their way (via well-meaning “rescuers”) to the Dane County Humane Society’s Four Lakes Wildlife Center (FLWC) every day in spring and summer….


Read full article.

Four Lakes Wildlife Center's Brooke Lewis

Rebrand & Website Launch

Sunday, June 9th, 2013

We teamed up with creative director McNair Evans and designer Adam Prince to completely rebrand healthcare technology company Healthgram.

With a new company name, direction, design, mission, and voice, Healthgram now sounds and looks like the revolutionary software technology development company it is. Post-rebrand, our creative team (Evans, Prince & Merfeld) created an entirely new website and software portal environment.

Healthgram website screenshot




Le Personal Chef

Tuesday, April 9th, 2013

Personal chef Sami Fgaier was looking for more traction from his website. We added several pages to the website, rewrote it, reorganized it, and implemented several SEO strategies to help potential customers find him on Google.

Le Personal Chef homepage screenshot

An Easier 3D Printing Experience

Thursday, March 28th, 2013

If you’re an inventor or crafter, perhaps you’ve used a 3D printer to bring your ideas or artwork to life. For the rest of us, the concept might sound kind of far out. But a world where 3D printing is as commonplace as laser printing is close enough to touch.


Read entire article.

Article on 3D Printing and Radius Creative

All Four Trimesters

Saturday, March 9th, 2013

Hannah Bernard-Donals is a Certified Professional Midwife and runs All Four Trimesters Midwifery, a private home birth midwifery practice in Madison.

She needed her existing website to attract more local moms-to-be looking for midwifery, duola, and lactation services and support.

We optimized her on-page content and her behind-the-scenes website elements and worked with her to build up her Google Plus page to help Madison families find her fast.

All Four Trimesters homepage screenshot


Orange Shoe Personal Fitness

Friday, November 30th, 2012

Introducing Orange Shoe’s certifiably creative website by Ocupop, with copywriting by

Orange Shoe Personal Fitness

All in Good Fun

Thursday, November 29th, 2012

If someone blindfolded you, spun you around and plopped you down on the third floor of the historic Madison train depot on West Washington Avenue, you might think you’ve landed in Seattle, Portland or San Francisco.

But you’d still be in Madison, in the office of Ronin Studios & Consulting, a startup that designs and develops mobile and web-based learning games, simulations and applications for adult learners.


Read entire article.

Ronin Studios & Consulting

Beyond Shin Guards & Leotards

Thursday, October 4th, 2012

A good STEM education is “as important to being well rounded as soccer, ballet and piano lessons,” says UW-Madison learning science professor David Williamson Shaffer. Read Liz Merfeld’s full article.


artwork showing robot, girl geocaching, girl scouts taking digital photos

A Better Flu Vaccine

Thursday, October 4th, 2012

FluGen, founded in 2007 by Dr. Yoshihiro Kawaoka, Dr. Gabriele Neumann and Paul V. Radspinner, aims to prevent and treat both seasonal and pandemic influenza, and market its intradermal (within the skin) delivery device. In his University Research Park office, Radspinner, the CEO, gives the upshot on their progress on both fronts. Read Liz Merfeld’s full article.

FluGen employee assembles microneedle devices

Live Bands On Film

Friday, September 21st, 2012

‘Web Sessions’ with Austin’s All-Analog Transistor Six

Austin’s Transistor Six recreates the authentic, intimate feel of the BBC’s Peel Sessions by capturing almost-famous bands live on still and Super 8 film and delivering performance and interview clips in online “web sessions.” Here’s a behind-the-music look at Transistor Six, its founders, its business model, its gear, and its analog ambitions. Read the full article.

Frank - Hot Dogs, Cold Beer

Computer Cadets

Saturday, August 25th, 2012

The Information Technology Academy helps kids get a leg up in the tech world. By Liz Merfeld.

ITA high-schoolers learn computer skills every other Saturday for four years.

The discrimination of the future will not be based on race, but on education. Those without education will find no place in our highly sophisticated, technical society.

Martin Luther King Jr.’s words greet visitors to Erica Laughlin’s office on the third floor of UW-Madison’s Computer Sciences Building. Laughlin runs the Information Technology Academy (ITA), a four-year pre-college technology access and training program for “talented students of color and economically disadvantaged students” attending Madison public schools.

It’s Wednesday morning at ITA’s two-week summer camp. The program’s back-to-school kickoff is under way. Thirty incoming high school freshmen, recruited last year in middle school, congregate in the computer lab. Some face their iMac monitors with a focus that belies their young age; others nestle in groups, trading ideas. This is where they will gather every other Saturday for the next four years. Read the entire article.


SeatSwapr is Preparing for Takeoff

Thursday, July 26th, 2012

Ah, the joys of flying. You’re a hundred dollars in baggage fees poorer, and you’ve watched your valuables totter away on the conveyor while a TSA agent eyes your three-ounce duty-free bottle of honey liqueur for possible “confiscation.” When at last you fall into your seat, it’s at the farthest point between the two bathrooms. If only there were a way to bribe someone in, say, aisle row 5 to switch seat assignments. Wouldn’t it be nice to grab back just a speck of control over your flying experience?

Enter SeatSwapr, a work-in-progress mobile app that would let passengers browse their flight for seats up for trade.

And enter my new technology column in the Isthmus. My first piece was printed today.

Liz Merfeld, Isthmus Technology columnist.

Catalog Writing Feedback

Saturday, March 24th, 2012

What people are saying about the 2012 Team Aquafix catalog: “I received the AQUAFIX catalog, read it cover to cover, and thought I would let you know that I loved it! Funny, smart, informative. Gotta give it up to those involved in the design, layout and copy. Really good stuff.”

(Props to insightstudio’s Mic Funk for the design and layout.)

Step Into the Deborah-Tory

Film School: Producing School Promo Videos

Thursday, March 15th, 2012

St. Louis-area studio Gebbs.TV has created a renewable revenue stream and a powerful body of work producing promo videos for area schools that live on the schools’ websites and serve as recruiting films and video mission statements. Read the article here.


Corporate Identity Videos

Friday, March 2nd, 2012

In as few as 30 seconds, a singular corporate identity video can convince a website visitor of a company’s expertise, poise, and uniqueness. But it’s easier said than done, of course, so we talked to four leading producers about how they approach these types of projects. In this first installment of a 3-part series, they’ll share their secrets on telling and selling corporate stories. Read the Streaming Media Producer article, part I.

Stomach of Anger video screenshot

Fresh Blood

Monday, October 31st, 2011

Fresh Blood: The Second Coming of Trash the Dress

Just in time for Halloween, Dustin Blake of Atlanta-based indy Productions, a 2010 EventDV 25 honoree, has resurrected the Trash the Dress (TTD) movement with a degree of sexiness hitherto unseen—and this time, he’s added an element of the macabre.

behind the scenes of the shoot

Andrew Waite’s Higher Definition Media

Monday, October 24th, 2011

Andrew Waite’s Higher Definition Media

Waite runs Higher Definition Media (HDM) out of Bakersfield, and just this June launched its wedding-focused spin-off, Lovestruck Films. In addition, he is an indie filmmaker, with 3 self-produced features under his belt, and was one of the first presenters announced for IN[FOCUS] 2012.

Andrew Waite shooting a wedding

Exposed Down Under

Tuesday, June 14th, 2011

The Aussies have scrunched their event video industry’s evolution into the blink of an eye, leaving videographers stateside blushing. Sure, event videos in the U.S. have advanced by leaps and bounds, going from totally cheap to totally chic, and morphing into films along the way. And there’s no better evidence of the rise of event filmmaking in Australia than the Aussies’ innovative educational event, Exposed Down Under. EDU 2011 kicks off on 4 July in Melbourne. Read the article here.

Screen shot 2011-06-13 at 9.53.22 AM

Greg Mulvey, Second City Communications

Monday, June 13th, 2011

Greg Mulvey is the Lead Editor and Motion Graphics Designer for Second City Communications, the business solutions division of Chicago’s world-famous improv comedy theater, The Second City. (Alumni include Tina Fey, Steve Carell, Stephen Colbert, John Belushi, and Bill Murray to name a few.) Editing comedy is an art form, one that Greg admits he’s still learning.

Learn more about Greg Mulvey here.

Chris Chibucos, FurlaVision Films

Monday, June 13th, 2011

One of Chicago’s more successful event video studios—FurlaVision has won more WEVA Creative Excellence Awards than any studio in the Midwest—Chris Chibucos attributes much of his company’s success to they way they have always combined a fairly large volume of work (as many as 150-175 events per year) with a high price point.

Read more about Chris and FurlaVision here.

Screen shot 2011-06-13 at 11.01.20 AM

Streaming Media Magazine case study

Tuesday, January 4th, 2011

Hyatt Connects with Ignite
The global hospitality chain uses video to communicate with more than 80,000 employees at 340 locations across the globe
By Liz Merfeld

For Hyatt Corp., a hospitality chain with 340 hotels worldwide, communicating with 80,000 employees is no small feat. How to bridge communication among offices thousands of miles apart, from San Francisco to Saudi Arabia, and to bring bandwidth-challenged hotels into the fold was an issue the company attempted to solve by launching a new intranet site in October 2008.

With the new portal, dubbed Hyatt Connect, came the ability to share audio and video content and, as Hyatt executives were pleased to discover, a potentially uber-efficient way to get employee face time—even with staff in remote locales such as Azerbaijan.

Field Recordings

Thursday, December 16th, 2010

There’s a wave of unproduced, demolike, one-take music videos sweeping the web. It started way back in April 2006, when Vincent Moon (real name: Mathieu Saura), a young filmmaker from Paris, conspiring with Chyrde, creator of popular French music website La Blogothèque, filmed songs guerrilla-style “to go” (as opposed to shooting in a standard concert setting) and then uploaded them to the website for mass consumption.

If you want your MTV, then move along; this article isn’t for you. But stick around if you’re intrigued by the prospect of watching or producing genuine homespun, documentary-style short films of roots/Americana musicians performing their songs.

Field Recordings
by Liz Merfeld

The Adventures of Meg Simone

Thursday, September 2nd, 2010

With an infectious smile and a joie de vivre you can catch purely by proximity, Meg Simone looks as though she hiked right out of a Trek Travel catalog and into the wedding film industry’s inner circle. By expertly combining her love of the northeastern outdoors with her work, she has (perhaps inadvertently) cornered the market on destination weddings in the heart of Mount Washington Valley (N.H.), a resort community filled with restaurants, shops, ski resorts, quaint inns, and historic grand hotels. What’s more, in a “why didn’t I think of that” move, Simone has become the first videographer to build a brand around elopements, private ceremonies taking place in and around her hometown, picturesque North Conway, N.H.

Read the entire article.

Using Technology for Global Communication

Friday, July 9th, 2010

Case study written for Ignite Technologies, Inc., appearing in E-visions Summer 2010, by yours truly: “Using Technology for Global Communication”

The Challenge
Need to move large volumes of water or oil around the world? That’s not a problem for the Flowserve Corporation, global supplier of pumps, valves, seals, and automation to industries such as oil, gas, power, and water. It’s the flow of rich company communications to its small-city-size workforce spread out across more than 56 countries that had them scratching their heads.

Headquartered near Dallas, Texas, Flowserve struggled with relaying corporate messages in an engaging and efficient way to its 15,000 employees.

Executives, especially fresh faces like Flowserve’s newest CEO Mark Blinn, wanted to establish credibility and build rapport with workers, for starters. But it wasn’t as if they could just call an all-hands meeting down at the local Bennigan’s…. Read entire article.

Society Hill Studios profile

Friday, July 9th, 2010

Studio Time | Society Hill Studios & CANON FILMMAKERS LIVE

Society Hill Studios

After introducing themselves to the crowd at Re:Frame Austin, Society Hill Studios’ Cristina Valdivieso and Jon Connor, along with partner Amy Reese now seem to pop up everywhere with the industry’s inner circle. But how did these Young Turks manage to crash this party, seemingly overnight, and set themselves on the road to becoming one of the go-to studios in Philadelphia for couples wanting a high-end, artistic wedding film?

I wrote (a few pages in) a book!

Monday, March 15th, 2010

Check it! Apple Pro Training Series: Aperture 3 by Dion Scoppettuolo is now on bookshelves.

I had a wonderful opportunity to write three photographer cameos for the book while discovering even more reasons I want to buy Aperture 3.

Apple Pro Training Series: Aperture 3

Apple Pro Training Series: Aperture 3

Adventures in Fusion, Part 1

Wednesday, October 7th, 2009

Adventures in Fusion, Part 1 by Elizabeth Avery Merfeld

Canon 5D MK II

Last fall, Canon shook our world when it released the transformative EOS 5D Mark II, a DSLR featuring full-frame HD video and dynamic depth-of-field control. Along with others of its ilk, the 5D is revving up videographers’ creativity, smearing the line between the photography and videography industries, and ushering in (some say) a new era of photo-video fusion. With several months of use under their belts, we asked a handful of early adopters for their take on how the 5D has impacted their businesses and where (if anywhere) their first forays into fusion have taken them.

Beyond Hello

Thursday, July 30th, 2009

The good people at Planet Propaganda gave me the opportunity to bid on an SEO and writing job for Madison-based mystery shopping company Beyond Hello. I’m happy to say I got the project. That was at the beginning of the year, and our work is now complete.

I had so much fun writing the copy for their website, in large part because the people I got to work with were some of the friendliest and most genuine people I’ll ever have the good fortune to collaborate with. Planet did a phenomenal job on their website. Take a look!

Beyond Hello homepage

Wedding Video’s Hottest Garage Band

Monday, May 4th, 2009

Studio Time: Starcross’d Creative | Wedding Video’s Hottest Garage Band

Starcross'd Creative storyboard sketch

Some artists seek inspiration in long walks, majestic sunsets, or awe-inspiring works of art. Others, like the crew at wedding and event cinematography studio Starcross’d Creative (formerly Starcross’d Films), “get together over some beer and Rock Band.”

Deconstructing the Demo

Tuesday, March 10th, 2009

Deconstructing the Demo

The Experts’ Guide to 100 Things Everyone Should Know How to Do, compiled by Samantha Ettus, is based on the premise that often “the simplest things are the hardest to master.” The simplicity of no-brainers such as washing your hair, telling someone a story, or even breathing makes it so these primitive tasks come naturally–but at what price? We are doing them–and ourselves–an injustice, she reasons, by not taking the time to become maestros of mundane activities.

To guide readers in perfecting their handshaking or lipstick-applying skills, she has compiled 100 chapters of golden rules, techniques, and instructions from 100 experts. It was this book–no offense intended-that came to mind when we approached the subject of creating a demo.

Super 8 and the BMX Factor

Tuesday, March 10th, 2009

Joe Simon Productions: Weddings, Super 8, and the BMX Factor

Joe Simon on the handlebars of a BMX bike

The mid-1960s saw the advent of revolutionary film format Super 8–nowadays a medium used to conjure up memories of the “old days” our parents keep cocooned in cobwebbed basements and cold attics. In the ’70s, boys racing their bikes on dirt tracks kick-started a phenomenon that became known as bicycle motocross, or BMX. And in the ’90s, Joe Simon apparently developed a thing for old-school hobbies involving damage, scratches, dirt, and dust.

Hooray for Bollywood

Friday, January 2nd, 2009

Hooray for Bollywood: Kevin Shahinian’s Pacific Pictures

Kevin Shahinian was rushing out his door, on his way to shoot a musical number at a library on the outskirts of Los Angeles, when we first spoke to him about the Bollywood “mini-epic” he was making for a couple from Southern California…
Jan 2009 by

Tum Hi Ho movie poster

Game On

Tuesday, December 16th, 2008

Game On—Bringing the NHL to IPTV

Neulion, Inc. and BandCon came together to bring the NHL to IPTV. Now fans can access live games, on-demand highlights, behind-the-scenes footage, clips from morning skate, and pregame and postgame interviews and commentary.

by Elizabeth Avery Merfeld (née Welsh)
December, 2008

Streaming Media December 2008 cover

Lee Bakogiannakis, 2dg

Tuesday, November 4th, 2008

Lee Bakogiannakis, 2dg: Sound and Vision
When the time comes to put his legacy in order, Lee Bakogiannakis wants to be remembered for his contributions to the Greek wedding video industry. But for now he’ll settle for being known as the guy who “made Bon Jovi cool again.”
by Elizabeth Welsh
November, 2008

Lee Bakogiannakis shooting a wedding

Enterprise Video Distribution

Tuesday, November 4th, 2008

Meeting the Enterprise Distribution Video Challenge
With a 15,000-strong employee base and offices scattered around the world, commercial real estate services firm Cushman & Wakefield needed a reliable way for senior management to communicate with staff. They chose a content delivery solution from Ignite Technologies, Inc.
by Elizabeth Welsh
October 15, 2008

Streaming Media October 2008 cover

The future of internet radio

Thursday, October 16th, 2008

Internet Radio article

The Future of Internet Radio – Wilton,CT,USA
While a royalty hike threatens internet radio‘s very existence, webcasters look for new ways to let the music play on.
Wed., Oct. 15, by Elizabeth Welsh

It’s aaall happening!

Wednesday, October 1st, 2008

“There it was! We were on the cover of the upcoming issue of EventDV!!! And the article by Liz Welsh was even cooler! I was going out of my mind… like a rock band member hearing their song on the radio for the first time.”

EventDV magazine cover October 2008

“Liz, Just finished reading the article. It’s awesome! You did such a wonderful job. We’re so grateful. In the words of Russell Hammond to Rolling Stone reporter William Miller in Almost Famous, thanks for making us ‘look cool.’ ” – Loyd & Hazel Calomay, Red 5 Studios

Meet the New Doc

Monday, March 10th, 2008

It’s not every day my name or anything I’m associated with is used in the same sentence as the word hot, which is why I’m using this rare event to link to an article I wrote for the March issue of EventDV titled, “Meet the New Doc,” which one Video University blog poster described as “HOT” (in all caps no less) and another poster said “should be read and reread several times.” I wouldn’t recommend that if you’re not in the industry or if you’re not shopping for a wedding videographer, but if digital videography appeals to you at all as an art, you might give it a once-over. The artists interviewed are clearly what make the article hot–check out the links to their work at the bottom of the article and you’ll see what I mean.

Meet the New Doc magazine cover

Liz Merfeld Professional & Personalized

"Our website had not done anything in 9 years. We started working with Liz and she generated more in 6 months than we did the previous 9 years. She understands how Google works and is well read on the latest web developments. I highly recommend her talents."

Kevin Ripp,

Google Adwords Qualified Professional

Yahoo Ambassador


Examples of previous work

Magazine & Newspaper Writing:

Madison Magazine


EventDV magazine

Streaming Media magazine

Streaming Media Producer

eContent magazine

EventDV Live digital magazine

Book Writing:

Apple Pro Training Series: Aperture 3 by Dion Scoppettuolo

Book Copyediting and Proofreading:

Designing with Web Standards, 3rd edition

Apple Training Series: iLife '11

Adobe CS5 Design Premium How-Tos: 100 Essential Techniques

Adobe Premiere Elements 7: Classroom in a Book

Video with Adobe Flash CS4: Professional Studio Techniques

Refocus: Cutting-Edge Strategies to Evolve Your Video Business


Writing for the Web:


Orange Shoe Personal Fitness

Le Personal Chef

Ignite Technologies

Service Thread

Stoffa Productions