Work samples
Rare Beauty by Selena Gomez
Website, email blasts, SMS texts
Selena Gomez created her much-anticipated makeup line to change the face of the beauty industry by celebrating—not hiding—what makes us unique. Website copy, email blasts, and SMS copy needed to resonate with Selena’s fan base and feel sincere and inviting while still aspirational. Fans can’t stop raving—and Sephora can’t keep her products in stock.
True Botanicals
Email blasts
True Botanicals is the first and final word in truly “clean,” non toxic skincare with clinically proven results. The company was in need of seven separate email blasts to be written in a clinical yet friendly tone of voice.
Sagely Naturals
Product naming, packaging copy, website, PR materials
Sagely Naturals products harness the power power of broad-spectrum CBD and natural botanicals to help people live better. The brand was in need of revisiting their packaging copy in addition to new product line naming, website updates, and PR materials.
ThirdLove
Contractor; Senior Copywriter
ThirdLove is the only bra backed by the Perfect Fit Promise. They’re a company founded by women, for women, and it shows in everything they do and say. They were in need of a Senior Copywriter for 4 months to get down and dirty to write / oversee the works: NY Times ads, brochures, point-of-sale, packaging, emails, blogs, social, and web updates.
visit the website
download NYT ad
download social
download email
Ciao Bella
Overall branding, tagline, mission statement
Ciao Bella gelato has been a pleaser of tastebuds for more than 40 years, but the brand needed an update to honor their scrappy NYC roots while appealing to a younger, hipper demo. Their overall tone of voice and tagline were a balancing act—paying homage to their traditional Italian roots and cut-no-corners quality without ever seeming like something you would find in your Nona’s freezer.
Kodak Moments
Back to School, 2019 Holiday, and 2020 Winter promos, website, email
Kodak Moments was in need of a copywriting heavy-up for their busiest time of the year: Back to School, 2019 Holiday, and 2020 Winter. Each required website content refreshes with corresponding email blasts, as well as miscellaneous themed promo materials.
PURE
Website, email blasts
This ultra-premium, expert-backed pet food rebranded itself to better appeal to its target of discerning pet parents. Website was rewritten from scratch with language to match their brand aesthetic—simple, elevated, and free-of-fluff. Consumer emails were crafted to both introduce the rebrand and add personality to transactional communication.
Oh.So
Brand naming, website, product naming, product descriptions
Oh.So founders came armed with a fantastic product—all-natural bacteria fighting products made with colloidal silver—but little else. The challenge was to both educate consumers about a little known (and scary sounding) ingredient while still keeping the tone lighthearted and fresh. We landed on Oh.So (as in oh-so fresh and clean) as a cheeky brand name. Full website copy, packaging copy, descriptions, emails, and SMS helped launch this Mother Nature-approved line at Urban Outfitters.
High Road Craft
Overall branding, tagline, mission statement
High Road Craft is known for their ultra-premium, chef-inspired treats made with the finest globally inspired ingredients (favorites of Oprah and Bon Appetit magazines). This brand cuts no corners on their products, but needed help defining exactly who they were and what they stood for. We developed a voice, mission statement, and taglines that felt as fresh and inspired as their Blueberry Ricotta ice cream (yum).
FOCL
Product descriptions
FOCL is a best-in-class CBD products powered by plants. Their mission is to inspire their consumers to focus, relax, sleep, and recover—better. The brand was in need of revamped product descriptions to earn consumer trust as one of the most validated and socially trusted brands in the CBD space.
Wired.com
Branded advertorial content
Advertorial content sponsored by Nexxus haircare. The assignment featured two separate spotlights on inspiring, up-and-coming female entrepreneurs under the age of 40: Alexandra Chong, CEO and Founder of Lulu, the female-centric dating app, and Catherine Levene, CEO and Founder of Artspace, the e-commerce art curation site.
view article 1
view article 2
BlinkBar
Website content, lash services menu, employee handbook and training manual
Live. Lash. Love. LA-based BlinkBar is the authority on lash extensions. The company was sporting an aggressive expansion plan and needed a copy and tone facelift to better target their core demographic of Los Angeles “boss babes” looking to get gorgeous.
visit the website
download the menu of services
Orcé Cosmetics
Brand naming, website copy, blog content
Founded Yu-Chen Shih, Orcé is the first luxury cosmetics brand that is focused on celebrating the beauty of Asian skin. Naming the brand itself was the first task at hand. Complete website copy and blog content complemented their impressive launch, of which both Allure and Vogue took note.
Twig + Petal
Website, labels, product naming, product categorization, blog content
Twig + Petal is a newly launched brand committed to essential oils that go beyond natural. Copy was built from the ground up—categorization of over 150 essential oil products, naming, labels, website content, and blog postings. With recent press coverage in Marie Claire, Elle, People and Shape magazines, the brand is positioned for great things.
Dorothy Wang
Travel blogs
Dorothy Wang might be best known for her role on E!’s “Rich Kids of Beverly Hills” reality show, but in actual reality, she is a talented and multi-faceted business babe set out to conquer the world. She’s channeled her love of travel and all things chic into a new website for jetsetters everywhere.
Lost Explorer
Brand repositioning exploration, new category positioning, label content, email blasts
The Lost Explorer is a Venice-based lifestyle company inspiring everyday adventurers to “live curiously.” Founded by David de Rothschild, the offbeat brand was looking for fresh eyes on their existing brand tone in addition to web and label copy to introduce their new wellness balms.
Jelly Belly
Copywriting
The Original Gourmet Jelly Bean® brand needed copy developed to target US and Canada trade customers. Our trade ads highlighted their unique, true-to-life flavors—and ultimately, sweetened up their bottom line.
Portico
Website copy
For nearly 30 years, Portico Home has set the standard for responsibly luxurious home and apparel. The company recently changed ownership and underwent a re-branding. The challenge was to reposition the Portico brand with a fresh take on design but still pay homage to a legacy of global responsibility.
Lisa Todd
Website overhaul
Lisa Todd is “luxury with a wink.” Their line of “anti-basic basics” and cashmere separates with an unexpected and playful edge. The brand was in need of a full website overhaul and fresh eyes on their tone in an effort to appeal to a younger demo.
juli
User manual, website
juli is the world’s first sonic brush cleaning system specifically for diamond jewelry. Founder Hannah Peck needed help writing their extensive user manual, including brand story, instructions for use, pro tips, descriptions, and naming options for device extras.
