Attention-grabbing language with purpose, creativity, and heart.
Product, email, and web copywriting that helps brands and businesses craft a rock-solid voice in print or online.
NEMO Equipment
The first email announcing their 2020 line. We wanted to emphasize that the new beginner kits were designed with the same high-quality and attention to detail, but more accessible for the newbie. The headline,"every adventure", points to NEMO's mission statement of making outdoor adventure inclusive for enthusiasts of all kinds.
The George
Beauty mogul, Bobbi Brown, and husband Steven Plofker revived a dilapidated Georgian inn into their take on a chic, modern-day stay. After touring the space, I worked with Bobbi and Steven's team to concept and write copy for the hotel's website. Like their design details, I was meticulous with my word choice in order to reflect the upscale, yet fresh vibe of The George.
L.L.Bean
As L.L.Bean's women's and men's activewear copywriter, I worked cross-channel to write copy that conveyed the excitement around the new athleisure collection while staying true to the Bean voice. The line featured high-performance, technical piece, cozy, versatile layers, and swimwear. I delivered copy assets for web, emails, catalog, and retail store signage.
Bluffworks
Copywriting, product descriptions, and landing pages.
After the success of their men's line, Bluffworks was ready to launch a capsule wardrobe for women on-the-go. My job was to help translate everything customers loved about Bluffworks (informative, friendly, excited, inspiring) from the men's voice into all things Bluffworks, but for the ladies. This wasn't a pink-it-and-shrink-it mission, and Bluffworks' thing is technical details that are invisible to the naked eye, so I worked hard to craft language that wouldn't read as mansplaining.
However, the company had a solid grasp on voice and tone, so I rarely had to worry about whether or not it was on-brand. As a traveler myself, I worked to humanize the copy, using an upbeat and conversational tone as if I was sharing this new find with a friend.
West Elm
In-house e-commerce copywriter
