Marmot challenged me with the task of revitalizing their brand voice, coinciding with several projects for Spring 2017: two print ads, end of season sale collateral, seasonal branding video copy, and various other one-offs.
I successfully pitched headlines and supporting copy in this new voice for two ads published in Backpacker Magazine and Outside Magazine, respectively: one for Marmot's Tungsten & Limelight tents, the other for Marmot's proprietary AirExchange™ technology.
THE PROJECT OluKai challenged me with creating a fresh spin on their usual voice while maintaining the spirit of their Hawaiian roots. I developed a tonality that would hold appeal for a younger demographic, with eye-catching headlines that offered an alternative to OluKai's usual, direct positioning.
THE RESULT With quick turnaround delivery, I provide OluKai with the following: a Spring 2017 Direct Mail piece, a Spring 2017 website refresh with a revolving landing page, their Summer 2018 trade catalog and their Summer 2018 consumer catalog.
Mission Pets is a recently rebranded pet product retailer with several brand subsidiaries that evolved into separate lines within the same brand. They tasked me with creating a mission statement, origin story, and consumer-facing product strategy stories for their overarching company, as well as one of their brands: MISSION WILD.
I successfully pitched the aforementioned, as well as wrote product copy and signature material names for their 2017 line in time for booth signage at SuperZoo, the pet industry equivalent of Outdoor Retailer.
TYGE WILLIAM CELLARS
Rebrand a Sonoma County winery to reflect the founder's love of exploration, and to better relay the wine club experience to newcomers.
Collaborated with a designer to create a wine club experience that stands out in the industry, with a new brand tagline, headlines, overall tone/positioning and copy. Tasting notes were given an emotional angle to avoid entrenched industry jargon, promoting the universal idea that wine is an adventure to be enjoyed by all.
Created a direct mail piece, business profile, and wrote an artisan spotlight featured in Restoration Hardware for a local, award-winning artist.
Consider me a modern-day raconteuse. To me, copywriting is like seeing both sets of Schroëder's stairs at all times. Bouncing from one perspective to another without ever losing sight of the bigger picture. I pull from experiences, observations and knowledge to build a memorable brand voice on all platforms, from websites to catalog to print ads to voiceover scripts... you name it.