A product relaunch for one of the world’s most iconic personal care brands, fusing old values with a powerful new formula.
National 360-campaign with broadcast, digital and print
Role: Copy Lead
Aligning a fresh tone, true to the brand’s value props and ingredients-conscious audience.
CRM, subscriptions, and promos
Writing for the world’s largest retailer.
After the success of their first PMS gummy vitamin, the makers of FLO needed a parent company to unify the sass, humor, and education of the vitamins that followed. The voice of O+ was born.
On Display: Brand guide, ecosystem, packaging, CRM, scripts, social
Role: Lead Copywriter
Shaping words that would become the spring campaign. A statement of independence with women at the center of our world.
On display: Campaign imagery, video, development
Role: Copy Lead
Coaching a gender-inclusive capsule collection into sportsman-like play. Retro inspired, re-interpreted with an irreverent attitude.
A benefit-driven campaign for DIY hair dye, adding gentle lightener to an established line of color care products. Whether born with it or going for it, TRUE COLOR™ helps everyone find a shade that’s soft, strong, and completely their own.
Campaign, packaging, manual
Role: Copy Lead
Maintaining a clean, sustainable brand voice to boost engagement and conversion across skincare, beauty, and baby.
CRM, social, DTC
Role: Lead Writer
Building a new tone for a beverage relaunch. As the look and feel of the brand evolved, the voice needed to follow with a modern, yet Ayurvedic tone.
Category pages, ecosystem
Role: Lead Writer
Leading copy and strategy for the country’s largest dermatology group.
Luxury meets lifestyle through artisan-crafted pieces that tell the story of their origins. Without stepping foot outside your home, you’re transported to the regions where these masterful textiles were made.
Catalogue and PDP
An established name in rare and luxurious jewels was ready to hit refresh. After years of consistent content, the brand sought a bold, new look to reaffirm its place in the market.
Role: Contributing Editor & Creative Producer
On Display: Lookbook, campaign
Setting the tone for a gritty men’s grooming brand… mission, content, and all.
Role: Copy Direction + Lead Writer
On Display: Manifesto, bios, blogs & more
