Your partner for AI content systems.

Hi, I'm Joseph Bertino — but most people call me Joe. I'm a partner and lead content designer at Bertino Consulting.

For over a decade, I've worked with leading fintechs — like Klarna, Tink, and Trustly — to simplify language in complex products.

But times have changed. Now I mostly build AI content systems, the knowledge layer behind product content. That means the guidelines, prompts, skills, and evals that give people and agents the context to write clear, on-brand copy.

My current embedded assignment is with Mojang Studios, where I ship copy-to-code alongside designers and engineers from Minecraft's core UI and design system teams.

Originally from upstate New York, I've worked with agencies and startups in New York City, San Francisco, and Copenhagen. I've been based in Stockholm since 2014.