Kimball Gardner

Senior editor, writer, and content strategist

The VICE grid

I developed this proprietary framework to solve a recurring problem: how to systematically evaluate whether content is actually doing its job. The VICE Grid examines four interdependent pillars—visuals, information, copy, and emotion—and maps them to content types based on user intent and behavioral outcomes. I’ve deployed this framework across multiple projects to diagnose gaps and optimize performance, and I use it as part of the C-3PO framework.