Branding
Hillary Cormier
Copywriter
United States
Copywriter @ Accenture Song //
Freelance Content Writer @ WGSN //
Freelance Copywriter @ Perch //
Based in Houston, TX.
United States
Copywriter @ Accenture Song //
Freelance Content Writer @ WGSN //
Freelance Copywriter @ Perch //
Based in Houston, TX.
Branding
Refreshed maternity supplement brand, Premama, with a new creative hook and key storylines that emphasize care, support, and empathy so parents can grow a better future for themselves and their babies.
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.
Campaigns
Launched the campaign for the new and innovative WD-40® Precision Pen, developing key messaging and copy guidelines across digital and physical marketing materials, Amazon, and WD40.com.
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.
Web Copy & Blogs
A complete refresh of the Premama website featuring updated brand and content strategy. The brand's new manifesto, "Grow a Better Future," and a nurturing, caring, and supportive tone of voice are implemented throughout.
Wrote A+ content for Coach's first Amazon launch, completing copy for all of the brand's categories and subcategories.
A blog explaining the potential impact of proposed antitrust laws on Amazon sellers.
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.
A presentation about how trend forecasting can inform copy decisions.
A resource for copywriters or anyone stuck using the same words in their marketing or advertising work. While these words are reliable and often catchy, we can always challenge our copy and find new ways to phrase our ideas.
An info deck on emerging strategies to engage American Gen Z'ers. Presented to WGSN professionals.
Spec Work (Fun Things That Didn't Happen)
Campaign narratives for pioneering beauty brand, Pat McGrath Labs, trailblazing eyewear brand, Pit Viper, and mens' beard care brand, Every Man Jack RFPs.
20 brand name options for 4th wave coffee brand, RVIVAL, based on an interactive workshop I designed for them to participate in.
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.
Accomplishments
Nods and acknowledgments from supervisors, co-workers, and more.
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.