I've worked with Perry Ellis for nearly three years, first for agency YARD and later independently.
I developed their overall brand voice and continue to translate it to campaigns, social media, ecommerce, collection branding, blog posts, and more.
Perry Ellis Fall Lookbook 2015
Fall 2015: The Icons campaign.
Concepting, editing, and web and social writing.
5 women interpreting several iconic Ann pieces—a boot, blazer, cape, and dress—in their own way, hosted on a microsite (no longer live) and on social media channels.
Fall 2015 Campaign: The New Look Of Leadership (done @ YARD) Concepted, pitched, and executed a campaign around female leaders and leadership.
What Does Leading Look Like?
Tiffany Dufu ... On Leadership
Natalia Oberti Noguera ... on Leadership
Gabrielle Bernstein ... On Leadership
Two years. Hundreds of catalogs, print mailers, invites, store collateral pieces, and newspaper ads.
As an in-house editorial copywriter for the major fashion retailer, my projects spanned everything from sales to runway announcements, and in my time I worked in shoes & accessories, beauty, menswear, and womenswear—if it's in the real fashion, I have written for it. I concepted and brought to life a print/digital hybrid magazine, the Fashion Calendar, which helped kick off the brand into a more socially-savvy (and millennial) space.
Worked on campaigns for Fall 2014, Holiday 2014, Fall 2015, and Holiday 2015, which included video concepting and scripts for campaign videos, featured talent videos (Case Studies), as well as catalog and in-store assets.
TUMI Case Studies: MERCEDES AMG PETRONAS Formula One™ Team
Product push partnership with Formula One which included catalog, in-store, and digital assets.
Fall 2015 catalog
TUMI Global Citizens 2015
TUMI Global Citizens: Nico Rosberg
TUMI Case Studies: Claudia Kim
TUMI Case Studies: Kathryn Minshew, CEO of TheMuse.com
TUMI Case Studies: Dave Altarescu
4 seasons of stories and campaign assets under Isopure's ongoing "More Than Muscle" theme.
Included: -Creating narratives for training videos and each season's featured athletes, extending across print and digital advertising as well as social media. -Writing all copy for a complete website redesign; all copy that stands now is either mine, or written to the guidelines I established. -Print ad campaigns for product launches.
Isopure - We're All More Than Muscle - Anthem
Isopure - We're All More Than Muscle - Kerron Clement
Isopure - We're All More Than Muscle - Carmen Stellar
Johnston & Murphy
Southern charm and modern wit make a perfect pair.
Ads, catalog, and retail copy, plus brand books, retail image books, and internal employee branding materials under the brand theme of "Now & Always, Johnston & Murphy"—developed by Yard during my time there.
Relaunched their website in spring 2014—concepted and wrote the entire site, as well as wrote and maintained their blog, Now & Always.
Eight is a start-up taking the sleep world by storm with their revolutionary smart mattress cover—a sleep tracker that you don't have to wear, that learns your sleep patterns and adjusts your bed conditions accordingly for better sleep.
Over several months, I developed a full copy voice and style guide and a full strategy and positioning for them, then executed that voice in their relaunched website, app, packaging materials, and other marketing channels. I currently write several posts a month for their blog on sleep questions and science; this and this are good examples.
Together we also created The Dreams Journal, a forthcoming critical literary magazine. Emailed monthly, it contains essays, interviews, poetry, and fiction, and is inspired by the creative and critical thoughts on and from the world of dreams. I am it's ongoing manager and the editor in chief.
While at the agency YARD, did full branding work for Look, from identity to brand book, and a full package design exploration. Wrote the tagline “Fear Not The Fine Print” and the brand story that appears here in these packaging elements, and helped conceive the layered, premium packaging experience.
The Farmer's Dog
I advised The Farmer's Dog, a meal-delivery service for dogs with food made using real ingredients that are human-grade and high-quality, on website copy and branding copy early on, and have written many blog posts for their magazine.
Armadio is a growing fashion ecommerce startup connecting Italian leather artisans to a global marketplace. I did brand therapy and brand strategy for them, as well as advised on and wrote copy for their website redesign and write ads and emails. I am helping to re-write their brand positioning and advising on further website updates.
Y Combinator Companies
Since fall 2015, I've working with a number of start-ups from the prestigious Y Combinator angel investor incubator program. Largely advising very young brands on how to build a brand voice, much of this work was and is internal. For many, I wrote their first website and did brand books to help them establish themselves.