senior copywriter + brand storyteller
selected works
Crate & Kids rebrand campaign: “All Together Now”
the ask: Leadership challenged our team to create a campaign that embodied the brand's new philosophy (“kids are shaped by the homes in which they grow”) and the core belief that good design “evolves alongside families as they explore and discover together.”
the creative solution: In partnership with our Art Director and Merchandising Manager, I conceptualized "All Together Now": the story of five unique little ones growing up in a family home filled with warmth, wonder and some rather smart design solutions.
catalog intro | Olivia | Eleanor | Charlie & Wyatt
Crate & Kids: “Born Wanderer”
the ask: As parents coped with the “new normal” of remote work and home schooling, our team was tasked with developing an authentic, empathetic Spring '21 campaign that was true to the brand’s imaginative spirit.
the creative solution: Partnering with our Marketing Strategists and Art Director, I developed this playful ode to imaginary at-home adventures sparked by travel-inspired design.
the work: catalog | email | blog | instagram post
Crate & Kids: “The Natural Nest”
the ask: Consumer research indicated our audience’s key nursery priorities were safety, comfort and beautiful design. Our team was asked to weave these disparate threads into a single, cohesive campaign narrative that would elevate our brand.
the creative solution: Enter “The Natural Nest,” a story that heroes the nursery as a shared haven where growing families can bond and recharge (without sacrificing their refined sensibilities).
the work: catalog | email | instagram post | landing page
Clio Cannabis Bronze Winner: 50 Shades of Grape
the ask: Market research suggested couples have increasingly turned to cannabis as an aphrodisiac. Our goal was to develop a provocative Valentine's Day campaign highlighting incredibles edibles as an alternative to wine and spirits.
the creative solution: Utilizing consumer insights and data as a foundation, we created Clio-winner "50 Shades of Grape," a delightfully risqué product launch narrative told with the brand's signature outside-the-box wit.
the work: Clio Cannabis link
Additional Crate & Kids / Crate & Barrel links:
small spaces | barware | outdoor | bedding
Beboe hemp launch links:
The “sparkly-yet-functional” hemp and wellness brand.
Beboe welcome email | Sweet Dreams email | Inspired Sessions