United States
Verbal Specialist, Word Nerd, Copywriter @ Accenture Song //
Freelance Writer @ WGSN
Branding and strategy stan // trend forecasting and futures-obsessed
Based in Houston, TX.
Creative Strategy & Brand Identity - Amazon
A case study that tracks the transformation of Sdara Skincare from an out of touch, anti-aging beauty brand to an educating, empowering brand that helps its customers feel confident and comfortable in their natural skin. Featured is the process of a full re-brand that led to doubled conversion rates, new, progressive messaging, and a successful pop-up in Showfields Miami.
A creative pitch for Bonmedico, an international brand that makes orthopedic and ergonomic products. Made to modernize the brand, transition to health and wellness-focused branding, and appeal to U.S. and German consumers. Presented to senior creative leadership and Brand Management.
Brand guidelines for viral TikTok sensation and $13m brand, ChomChom Roller. Specific contributions include brand mission and promise, customer persona, tone of voice, copy do's and don'ts, and Amazon storefront.
Brand guidelines for Watermelon Ball, $1m brand and splashy, summertime experience. Includes brand mission and promise, customer persona, tone of voice, copy do's and don'ts, and Amazon listing optimization.
Creative strategy and concepting for UK-based seed kit and outdoor furniture brand, Plant Theatre. Includes product research, customer personas, and three concepts for a brand refresh. Presented to senior creative leadership and Brand Management.
A creative refresh for eco-friendly mop brand, Turbo Mops. Includes Amazon listing photos, A+ content, brand story, mission, and promise.
Campaigns & RFPs
The #DonateYourHobby campaign for LA-based non-profit, Safe Place for Youth (SPY) highlights our unique hobbies while championing a shared vision for a safer and more supportive community for all. Using community-inspired art, gamification, storytelling, digital tactics, and targeted CTAs, the IRL activation empowers people to donate their hobby to SPY. The campaign won Silver in the 2023 Anthem Awards' Community Engagement category.
An internal campaign guide for blood sugar-friendly snack brand, Good Measure. The final concept focuses on how Healthy Strivers can crave and delight in something delicious while also enjoying the relief and empowerment that comes with snacking on their own terms. No measuring, no worries.
Campaign narratives for trailblazing eyewear brand, Pit Viper, and mens' beard care brand, Every Man Jack RFPs.
Campaign concepts for odor removal brand, Fresh Wave. Includes two concepts with activation tactics focused on embracing the mess (and odor) that makes our houses home and putting the odor eliminating ability of Fresh Wave to the test by taking it on a journey to notoriously smelly places across the US.
Web Copy & Blogs
SEO optimized website copy updates for General Mills brand, Good Measure. Revamped pages include Home, Our Food PLP, Bars PLP, Crisps PLP, Nutrient Density, and Blood Sugar Impact.
PDP copy for WD-40 Specialist ® Electric Parts Cleaner.
A collection of SEO-driven blogs I've written for pasties brand, B-Six. Established tone of voice for all subsequent blogs for the brand.
A skincare blog written for affiliate site, Nubo Beauty.
A blog about the beauty boosting abilities of marula oil.
Resources & Guides
A resource for creatives that explores how we can be more inclusive in copy and design and how to be mindful when creating.
An info deck on emerging strategies to engage American Gen Z'ers. Presented to WGSN professionals.
A presentation I made on how trend forecasting can inform copy decisions.
Accomplishments
A list of achievements and high fives from 2021-2022. Featuring props from Thrasio manager and peers.
Mentee for international trend forecasting agency, WGSN's, Inaugural Future Makers Programme. Selected from over 1,000 worldwide applicants.