John Madrid · Content Systems

Preserve knowledge through production.

I edit video, write content, and design graphics that give ideas a form people can return to. My work spans professional education, product explanation, and visual communication: from a finished asset to the production habits that make the next one easier to deliver.

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300+ completed videos across Letterbrace and Avalon Accounting.

1M+ views reached by Avalon’s channel during my tenure, with contributions from the wider team.

01 · The problem

Content fails when the message gets lost.

Detail and delight aren’t the problem. Complexity that adds burden without carrying the message is. Business content works when its audience gets what they most need to know, in a form they can easily reach.

02 · Approach

Make each piece clear. Make the next one easier.

Design is a tool for carrying the message, not the message itself. Across video, writing, and graphics, I look for the right form for the material, then keep the decisions and working files clear enough for review and reuse.

Start with the material.

A recorded explanation, a written argument, and a visual identity have different jobs. I work out what the audience needs to understand before deciding what to cut, emphasize, or carry across formats. Detail and delight earn their place when they carry that message without adding burden.

Make review useful.

At Letterbrace, clips moved through feedback and proofreading review. AI-assisted transcript editing helped me work through recordings, while I remained responsible for selection, pacing, and corrections.

Carry decisions forward.

Templates, organized Descript projects, and predictable folders gave new recordings a clearer starting point and supported delivery across as many as three clients at once.

03 · Video

Keep the reasoning. Shape the viewing experience.

Different recordings need different edits, but the workflow stays the same: find the passages that stand alone, shape them through review, and keep project files organized so the next recording starts from a template instead of a blank timeline. Each video is one example of the approach above.

Behind the edit

At Avalon, I worked directly with founders and other subject-matter experts as the sole video editor. I shaped recorded explanations for YouTube education, paid courses, internal training, and short-form content. The work meant deciding where an idea began and ended, what context had to stay, and when a cut would interrupt the speaker’s reasoning. I completed more than 100 videos there, mostly long-form. One recorded explanation could become a YouTube lesson, a course module, and training material, so the expertise kept working after the recording stopped.

At Letterbrace, we edited recordings for other companies. I worked from multitrack sessions in Descript, found passages that could stand on their own, and refined them through feedback and proofreading review. A single interview could yield 8–20 clips. Keeping client styles, templates, and project files organized made those separate edits easier to review and deliver consistently.

04 · Writing

Selected writing from my pre-AI work.

Written before the generative-AI boom. Ghostwriting clients remain unnamed. Each piece is one example of the approach above.

Ghostwritten essay · Pre-AI original

Healthy Doubt

A brief essay on self-doubt as a tool for better coaching.

Writing · Client unnamed

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It isn’t typical nowadays to get a piece of advice to doubt yourself. Social media feeds are filled with inspirational quotes and content that emphasizes self-worth — and there’s nothing in them about doubting yourself.

But promoting self-worth does not mean self-doubt must always be discouraged. There’s a way to turn it into an opportunity to develop one’s self since it pushes a person to reconsider. After all, questioning yourself forces you to produce answers. How does that look in practice? Jonas Dodoo once said in his interview on the Pacey Performance Podcast, “Did my athletes do well because of me or despite me?...” “Did I just choose really good athletes, who have good genetics?” “That person ranked number four in the world in a sprint, but could they be number one?”

The questions you ask yourself should have a certain level of self-doubt yet remain confident and ambitious.

Healthy doubt is significant in our improvement. Healthy doubting is going back to what we have done and believed, or what we are doing and believing, and it exposes the weak points to determine the places where improvements can be made. As Jonas testifies, “I’ve got this constant need to reflect and ask myself, ‘could that be better?’” And in that, there is no doubt: constant reflection and questioning lead to constant improvement.

Ghostwritten essay · Pre-AI original

Microscope and Telescope

A reflection on how fears, memories, and ambitions change scale depending on how we view them.

Writing · Client unnamed

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When we look at the world, it is unlikely that we see the whole picture. In reality, we see the world through the things within it, or let’s say, “objects.”

Objects can be events, memories, people, places, achievements, fears, births, deaths, stories, etc. We use specificity to make sense of the entirety, collecting jigsaw pieces to build the whole puzzle. But people look at these objects in two ways, and that is where the difference lies.

You can use microscope magnification to make small objects look bigger, like an electron microscope revealing one of the tiny transistors in a GPU. Or you can use telescope magnification to make big objects—that appear small because they are too far away—appear as they truly are, like you do when looking at the Betelgeuse star.

Some people look at their small fears through the lens of a microscope. These people don’t kill their fears or even face them. Instead, they make their fears look more terrifying than they truly are. Some people look at memories through the lens of a microscope and use those memories to define who they are and what they do. Those memories could be negative or positive and could have negative or positive effects.

Some people use telescope magnification to look at a distant dream that is ambitious and seems improbable, making it look achievable and reachable. Some of these people might end up working on achieving their dreams, but some of them might be unwilling to accept the reality of an impossible wish.

Using telescope or microscope magnification in our lives could create tremendous effects, for better or worse. So you better master the skill of magnification. The point is to see the world from different points of view and to find the right balance between our biases and perceived reality.

Ghostwritten essay · Pre-AI original

You Don’t Need to Know Everything

An essay on choosing useful information and learning from people who disagree with you.

Writing · Client unnamed

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In an age of information, it is easier for a person to think that more knowledge is fruitful. “If only I can accumulate this much information, then I would be better, smarter, wiser.” But is it always good? Talk to a neuroscientist and ask her about the future of the brain-computer interface, wherein our brain can be connected directly to the internet. She would probably say that it will change a lot about the way we think, process things, gather data, and so on. But it will not necessarily make people smarter and wiser. The reason is simple: more information does not always lead to more wisdom.

Consider these three tips:

What you need is not mere information but distilled information. Your brain can only handle so much, so pack it with quality information. Listen to the best people in the field. Read books that were written by experts, not merely because they are best-selling.

Listen to people that experts listen to, and read books that experts read. As nutritionists always tell you, “you are what you eat.” If that is true physically, that is also true mentally.

Listen to and read the experts who hold views opposed to your own. We all have our biases and opinions, and that is better than not standing on any conviction at all. But listening to the best people from the opposing view fine-tunes our way of thinking and in some way enforces our own biases. Hearing the perspective of the great minds of the other camp forces our minds to solve the loopholes in our philosophy. This does not necessarily change you, but it does improve you.

The bottom line is, you don’t need to know everything. What you need is to have a grasp of a few great things.

Ghostwritten explainer · Pre-AI original

What Is Spyware?

An excerpt from a longer article introducing spyware and its relationship to other malware.

Writing · Client unnamed

Read the excerpt

What is spyware? As the name suggests, spyware is a form of malware used by a cybercriminal to spy on a person’s activities and data, usually without that person’s knowledge or permission. It can collect personal information, including passwords, credit card numbers, geolocation, browsing history, and even the words typed on a keyboard. The cybercriminal can use the collected data to steal from the victim’s bank account, sell their internet usage data to ad companies or other malicious entities, infect their device with other malware, and more. Spyware can affect devices running different operating systems, including Windows, Android, Mac, and iOS, so everyone should be aware of its nature and activities. In this article, we are going to provide a clear and informative look at spyware.

The Nature of Spyware

Spyware is one of the trickiest types of malware. It runs silently in the background, collecting and distributing data like a thief in the night. Nevertheless, it can still be detected and removed. But first, let us look at the nature of spyware.

Spyware Is a Type of Malware

Malware is software that is malicious in nature. For example, the programs we call “viruses,” “worms,” and “trojans” are types of malware. They are meant to harm or exploit. Spyware is a type of malware that secretly runs in the background and gathers information in various ways.

05 · Graphics

Give the message a recognizable form.

Original identity and cover design, alongside graphics made to support content and events. Each group brings related pieces together so you can see the individual piece and the system it belongs to. Each group is one example of the approach above.

Identity design

Memory Cart

An original logo combining the “mc” initials with a shopping-cart form. The compact mark and full wordmark give the identity different ways to fit a layout, with pink and charcoal variants.

Original logo design

Identity design

Reformed Life Community Church

An original identity built around the bread and cup, with a primary wordmark, a compact symbol, and guidance for consistent use. The schedule poster shows the mark in use beyond the logo files.

Original identity design · Selected applications

Graphic design · Avalon Accounting

Avalon editorial graphics

Article thumbnails

Book covers

Four article thumbnails introduce software topics and tutorials. Three guide covers use a shared book format for longer educational material.

Event graphics

Reformed Talk events

Full poster • Post-Reformation Conference 2024
Full poster • Post-Reformation Conference 2024
Simpler announcement card for Post-Reformation Conference 2024
Simpler announcement card
Full poster • Baptism of Disciples Alone
Full poster • Baptism of Disciples Alone
Simpler announcement card for Baptism of Disciples Alone
Simpler announcement card
Full poster • Why Is It Hard to Move Mountains
Full poster • Why Is It Hard to Move Mountains
Simpler announcement card for Why Is It Hard to Move Mountains
Simpler announcement card

Each event pairs a full poster with a simpler announcement card. The cards carry the event identity into a quicker format while the posters hold the fuller details.

06 · Limits

What these samples show.

These are examples of the approach, not a complete account of it. Ghostwriting clients remain unnamed. The 300+ videos span Letterbrace and Avalon Accounting, and the 1M+ views belong to Avalon’s channel during my tenure, with contributions from the wider team. At Letterbrace I helped standardize reusable video templates, organizing them in Figma and creating and applying them in Descript, but I was not their primary designer.

07 · Contact

Let’s talk about the work you need to produce.

If you’re hiring for video editing, content writing, or graphic design, I’d be glad to discuss the role, and how to leave your team with assets and workflows that keep working after the project ends.

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