I’ve spent my career writing for brands that are undergoing the process of rediscovery. Each company presented new challenges and different ways of using my skills as a writer to meet those challenges.
Harry & David
I joined joined the creative team in the early phase of rebuilding and recovering from bankruptcy. The objective was to reignite trust and enthusiasm for the 80 year old brand. The creative direction centered around the company’s Pacific Northwest heritage and nostalgic legacy. I worked to unite the brand voice under that direction and evolve the content strategy to support an omni-channel brand experience from product copy to social media to printed catalogs.
Paula’s Choice Skincare
Though the company had been around for 20 years, the brand recognition was incredibly small.
I joined the creative team as the company’s first-ever copywriter a year after heavy investment by a large firm. At the time, they were launching their first print ad campaigns, redesigning their website, and developing a brand that could compete in the mainstream beauty industry. During my time there, the brand look and voice went through several explorations and evolutions. I was able to develop multiple brand voice iterations and strategies spanning from product naming to packaging to website and marketing content.
Under fresh creative direction, I joined the creative team at a pivotal point in the brand’s lifespan. Known for its kitschy, male-orientated feel, the company was undergoing a shift to be more relevant to female customers and reposition themselves as a lifestyle brand that could offer a holistic island aesthetic. On the writing team, I worked to elevate the brand voice and support of myriad of new initiatives including a large format catalog program, a more modern website strategy, and a new robust email program.