copy in design
if you’re as passionate as i am about using words to inspire and engage, explore my work and let’s unearth possibilities together. the following are just a few examples; from video scripts and branding to long-form copy, every piece tells a unique story.
a new (very visually appealing!) store brand at cvs needed a launch video that highlighted its selling points and encouraged trial. i scripted the voice over and selected just the right words to dance on screen, helping to bring the brand to life.
yum!
cvs planned to launch a new line of “healthier” consumables that needed a brand name and story for its fresh identity. after rounds of legal, abound was born. from there, i crafted a brand story and wrote unique product copy for every item (100s of them!) on shelf.
regional grocery chain, stop & shop, rebranded their delivery and pickup service and needed a fleet of flashy new trucks. to complete the fresh design, i wrote branded taglines to entice passersby to use the service. the mini trucks were such a hit, they rebranded their long-haul 18-wheelers too and i wrote the taglines for those as well.
cvs was ahead of the curve when, pre-pandemic, they decided to launch free, same-day rx delivery in manhattan. i wrote copy for the city-wide takeover, as well as the program landing page and digital campaign assets. at launch, it made 220 million impressions and saw 2x the growth in awareness—the service was such a hit, it was rolled out nationwide.
biotech newcomer, meter health, needed to redesign their website supported by a messaging strategy and brand story that resonated with their niche audience. so, after digging through the research about clinically significant hiccups, i delivered copy for the medical side of their business.
meter health is also the parent company of hiccupops—a consumer-facing retail brand designed to stop occasional hiccups in their tracks. for the product’s soft launch at retailers, i wrote copy for two playful social campaigns—product debut and new year’s—to engage customers and encourage people to try them. (p.s. yes, they really work!)
cvs gained new pharmacy customers from competitor store closings. the trouble? these newbies weren’t shopping the front store. so, cvs needed to prove they offer more than just prescriptions. i coined the campaign and wrote assets (digital and in-store) to show customers that cvs has everything they want for their wellness—because caring for whole health deserves a whole store.
stop & shop sought to create a cohesive brand voice and tone for communications. i wrote style guides that established tone of voice, various positioning statements, taglines, brand attributes, and even pre-approved marketing copy to be used by internal brand managers, agency partners, and vendors to ensure they (consistently!) use the right language across all channels, programs, and services.
when revisiting their cobranding with third-party program guiding stars, stop & shop required a set of guidelines to help internal creative teams and external agencies implement the brand identity and assets in stores and across omnichannel communications. i developed a framework to help them create consistent content that resonates with customers.
before i became a full-time copywriter, i worked as a managing editor for a few travel pubs (quite possibly my favorite gig ever). while editing, i was able to whet my chops writing fun pieces about far-away places for a monthly department in Continental Airlines’ in-flight magazine, Continental.
