REI

Email Marketing

Looking to shake up their e-marketing program, REI turned to the creative and strategic geniuses at Responsys in Seattle. Being the lucky girl that I am, Responsys brought me on as the sole writer. Being outsiders, it was super important for us to team with the internal folks at REI to make sure our creative followed in the footsteps of what their own designers and writers were doing on the website and in print.

Phixative

Email Marketing

Being the go-getter that she is, Michelle Gorenstein at Phixative knew she needed to put out a monthly email that let clients know about her award-winning work. But she didn’t have time to write it. Or maybe she just didn’t want to write it. Either way, she asked me to do it. What I love most about ghostwriting gigs is finding the right voice, so that what I’m writing sounds like it came straight from client’s mouth instead of mine. It’s tricky, for sure. But it’s a lot of fun when you figure it out.

Pottery Barn Kids

Email Marketing

As the Senior Editor for Pottery Barn Kids, I worked closely with the web designer on each and every email. I wish I had the numbers, but I don’t. So you’ll have to just take me at my word when I say that we saw phenomenal growth and success with our email creative. At the time, PBK was firmly focused on catalogs being the highest sales drivers, so it was an exciting challenge to stretch people’s point of view about the potential with email. Of course, I’m dating myself saying that. But it’s true. And no, Facebook didn’t exist when I worked there either. But we did have cell phones.

TasteBook

Email Marketing

Making it ridiculously easy to collect, organize and share your favorite recipes, TasteBook (tastebook.com) gives you the tools to create killer personalized cookbooks with recipes from multiple sources, including your favorite cooking site and your own trusty recipe box. As the sole writer for launch, I created the voice and wrote all the copy for print, web and email, including these gems which were part of our original email marketing presentation to the TasteBook team.

Tommy Bahama

Email Marketing

At the same time that Tommy Bahama was revamping their website, they wanted to overhaul their e-marketing creative, too. Following the direction set up by their web design firm, we re-worked the elements to work in an email format, while also introducing clever content ideas, including recipes from their restaurants and articles about top vacation spots. I could almost taste the Pina Coladas and hear the ocean crashing by the time I was done working on this. Almost.

Rpr Marketing Communications

Website Copy

Getting to collaborate closely with a designer who understands the importance of copy is a writer’s favorite scenario. What I love about this site is the clean, minimal design that lets the words take center stage. Aaaaah. It’s like a breath of fresh air. I had loads of fun working on this launch, from infusing links with personality to finding a whole new approach to the traditional top nav. It’s a word gal’s heaven on earth.

Phixative

Website Copy

I’ve partnered with Michelle Gorenstein at Phixative on countless projects, but one of my favorites that I’ve worked on was the Phixative site. As I do with all my clients, I started with a creative brief to help me figure out the voice she wanted and what she wanted that voice to say. From this foundation, we created her monthly email newsletter. Check it out under EMAIL in my portfolio.

Native Structures

Website Copy

Starting a company from the ground up gives you the unique opportunity to mold your identity as a brand. And it gives your creative team a chance to think outside the box. Love it! Working closely with the vision of the owner and founder of Native Structures, the designer and I developed a thoughtful, fresh and beautiful web experience, from the organization of content to the visuals used on every page.

Pottery Barn Kids

Website Copy

As the Senior Editor for Pottery Barn Kids, I wrote all the copy for the website, from product descriptions to home pages. But my job didn’t end there. I was also the content editor for the Stylehouse section of the site. I was responsible for creating an editorial calendar, hiring freelance writers and developing features.

Pottery Barn Kids

Catalog Copy

As the Senior Editor for Pottery Barn Kids, I was responsible for all the words in every catalog from cover to cover, including taglines, editorials and product copy. Tasked with taking the voice in a new direction when I first started, I created a comprehensive brand voice guide that set the pace for everything from print to web to in-store collateral. And thanks to the partnerships I built while I was a full-time employee, I still write for the catalog as a freelancer. Love that.

Macy’s

Marketing Collateral

Working on the special projects team within the advertising department, I wrote everything from national magazine ads to billboards to brochures. Working closely with a designer, we’d concept and present our ideas to teams throughout the company. I also wrote all the collateral for Macy’s mammoth annual fashion show fundraiser to benefit HIV/AIDS research (a.k.a. Macy’s Passport), including invitations, print ads, billboards, brochures, programs and more.

Phixative

Marketing Mailers

Using offbeat holidays as our theme, the lead designer at Phixative and I created a series of marketing pieces for her to send out to existing and potential clients. This project was TONS of fun to work on because it was irreverent and whimsical and unexpected. And yes, there really is a Dance Like a Chicken Day. It’s May 14, in case you want to practice.

Symmetry Lithographers

Thanksgiving Card

Rather than send a holiday card along with every other Tom, Dick and Harry in December, Symmetry sends a piece to their clients just before turkey day each year to say thanks and give back. For this particular piece, Symmetry made a donation to MillionTreesNYC, which clearly set the visual and copy direction for the entire piece.

TasteBook

Cookbook Back Cover

Making it ridiculously easy to collect, organize and share your favorite recipes, TasteBook (tastebook.com) gives you the tools to create killer personalized cookbooks with recipes from multiple sources, including your favorite cooking site and your own trusty recipe box. As the sole writer for launch, I created the voice and wrote all the copy for print, web and email. The piece to the right was the back cover copy that went on each and every cookbook.

Urban Rags

Campaign Concept

Looking for ways to beef up my portfolio when I was first starting out as a writer, I spent a rainy weekend crafting a campaign for the mythical retailer, Urban Rags. The concept started with the tagline: Your Scene. Your Look. Your Deal. From there, I created mini vignettes using ads from a teen mag. Okay, so I’m biased, but I love the attitude and the hint at personal secrets that tell each person’s story in 10 words or less.

Clarity Consulting

Marketing Brochure

Piggybacking on the launch of their new brand identity, Clarity needed a robust brochure that could convey their sophisticated services and expertise in a friendly, inviting way. Working as a team, the lead designer at Phixative and I created a visually stunning and easy-to-read piece. This little gem was such a hit that it was even featured in Graphic Design USA's 2008 Design Annual!