Kendall Spelhaug

Copywriter

United States of America

"Be the heroine of your life, not the victim." —Nora Ephron

I AM: Creative. Ambitious. Inquisitive.

I pursued my passion for writing at the University of Iowa where I double majored in Journalism & Mass Communication and English in order to cultivate a balanced, marketable repertoire of both technical and creative skills. I graduated in 2010 With Distinction and in the top 10 percent of the School of Journalism. Within the English Department, I participated in the Creative Writing Track, the #1 Ranked Undergraduate Creative Writing Program by College Magazine.

I started my career in Merchandising at Target where I developed an enthusiasm for retail and branding. Three years in, I combined that interest with my inherent passion for (and education in) the written word by becoming a copywriter for a lifestyle brand—a position I actively sought by creating a blog to demonstrate expertise when my current position was unrelated to writing. I’m driven by a desire to connect with people through narrative and am energized by the ever-evolving cycle of commerce.

In the future, I hope to expand my expertise in multichannel content strategy and social media while maintaining a focus on editorial writing, branding and product-focused copy.

Portfolio
Aveda new lifestyle concept store
11/12/2016
New Lifestyle Store Signage

Artfully blended a story on comforting tea with an experience offer and CTA to purchase that tied back to the navigation headline (Find Comfort in Tea).

Aveda
09/01/2016
Store Signage

Crafted story for new APAC shampure™ formula that was less conditioning and less heavy on hair, with a stronger aroma, to focus on the positive.

Aveda.com
10/28/2016
Holiday Aspirational Web Copy

Aspirational copy (left side of PDP) to support LTO gifts that leads with a big-picture/lifestyle incentive while balancing the details of the particular product and the specific words and characteristics tied to its franchise.

Aveda
10/01/2016
Global Trade Ad

Crafted headline, subhead and quote introducing Aveda's new hair color technique to the global trade market. Written to be both straightforward and understandable, yet intriguing—and accessible to professionals. Adjusted copy for Asia-Pacific version.

Gettington.com
01/01/2016
Facebook posts

Took the initiative to write creative, engaging copy that established customer relevance and purchase incentive for Marketing-determined promotions.

Gettington
05/19/2015
Email—Patio & Garden Sale

Developed concept and creative copy for this content test email that illustrated how Gettington products could deliver an aspirational summer worthy of the rich and famous.

Gettington.com
10/20/2015
Digital promotion—Goodie Bag

Conversational selling copy that capitalized on popular culture "Movember" trend, but described products as year-round essentials to drive sales.

Gettington.com
10/13/2015
Pinterest—recipe

Creative lifestyle copy for Pinterest that capitalized on Gettington's easy monthly payments branding to promote an easy recipe customers will also love.

Lands' End Home
05/02/2015
Matelasse Bedding

Wove seasonal emotional copy into traditional features/benefits selling copy. Implemented the style call-out that highlights trend/design inspiration that was previously not communicated to customer to increase both customer engagement with the spread and Lands' End's credibility as a retailer.

Lands' End Home
03/07/2015
Summer Preview Cover

Knowing focus of the book was new Linen Bedding, wrote a cover line that gives a deeper reason to buy than just refreshing your bed with new sheets for the new season. Line implies that your bed and night's rest sets the tone for the entire day—and this Linen will set you on the right track.

Lands' End MEN'S Summer 2014
Monterey Board Shorts

Editorial copy introducing the most stylish swim short of the season while explaining how to wear it (driving fashion without pushing him too far out of comfort zone).

Lands' End Men
02/13/2015
Men's Footwear

Objective to show breadth of spring footwear assortment and demonstrate versatile, yet distinct, end uses of each style. Illustration of my ability to edit product info down to the key elements (less space in catalog than online) and make it easy to compare styles in relation to each other.

Lands' End MEN'S Fall Preview 2014
New Jeans Launch

Tailored whole-house brand message ("jeans for every body") to the men's market with a focus on fit and the very personal nature of jeans.

Lands' End HOME Holiday 2013
Canvas Kitchen

Determined headline strategy for the 10-page Christmas Shop: a "to-do list" for the holiday season. Took initiative to create unifying story in the first place in an effort to drive sales. Demonstrates my ability to see the big picture/determine concepts as well as execute the details.

landsend.com
2013
Kids' Decorative Pillow

e-commerce product copy—example of writing for a specific audience (here: Mom shopping for kid).

landsend.com
01/16/2015
Men's Moto Jacket

e-commerce product copy—example of adjusting tone for specific audience.

Landsend
3 Picnics To Pack Now - The Lands' End Blog

Pitched and wrote blog story that was experiential and "shareable" on social media, helping push the brand further into the social media sphere. Rather than just describe the features and benefits of the picnic basket, the post suggested food themes and destinations around each colorway.

Lands' End MEN'S Summer 2014
Sleepwear

Writing from an emotional, seasonally-relevant perspective to drive sales on a product that was in the catalog every month.

Lands' End Men
05/23/2015
Men's Summer opener

Concepted and wrote swimwear focus copy and corresponding cover line

Lands' End
Lands' End | Get Active

Wrote creative copy for Men's version of Performance e-catalog without direction on content/tone/message.

Landsend
Cozy Credibility From Coast To Coast - The Lands' End Blog

I'm always curious enough to click on those Best Places to Live lists that circulate around the web every year. My generation is pretty mobile, and while I love the Midwest, those lists do make me consider relocating to bigger and better.

Lands' End November
11/01/2014
Men's Slippers

holiday tone and gifting push for Men's Slippers

Lands' End Men's Fall
10/18/2014
Handsewn Shoes

"Made Better by Lands' End" feature

Lands' End MEN'S Summer 2014
Swim

A side-by-side comparison of the swim short assortment: helping him easily identify "his" pair.

Lands' End MEN'S Spring 2014
Lighthouse Chinos Launch

Incorporated styling guidance into traditional features/benefits copy.

Landsend
Tasting New Glarus - The Lands' End Blog

Weddings call for champagne, and it's sometimes worth going to brunch just for a Bloody Mary. But there are times when only a brew will do (and here in Wisconsin, that's most times). Planted prominently on a hilltop in the rolling countryside of the southern part of the state is the New Glarus Brewery, best known for Spotted Cow.

Lands' End Home Holiday
11/08/2014
Canvas Storage

"Christmas at your house" concept

Landsend
Cash Or Credit - The Lands' End Blog

Dealbreakers. They can be serious: smoking, picking fights with your sister, picking his nose in public. And they can be superficial: thinning hair at twenty-five, wearing New Balances with a suit, wearing socks with sandals. My mom accepted a second date with my dad in the mid-'80s despite the fact that he wore corduroys in July.

Lands' End HOME Fall 2014
Canvas Totes

Marketing the sophisticated new prints from a "wear to work" angle.

Lands' End Home Holiday
2013
Sherpa Fleece Throw

Wrote back cover feature copy for the Sherpa Fleece Throw, which performed twice as well as other throw spreads in the book.

Lands' End MEN'S Summer 2014
Luggage

Added occasion labels to each bag in an effort to help customer understand the sizes in relation to each other (and why purchasing multiples would be advantageous).