Eberjey for The Outset

Voice and copy lead
Blog naming
Blog content

Eberjey had been a celebrated sleepwear brand since their inception in the 90s, but they were entering a new era and focusing on a more direct to consumer model.

Partnering with the women of Outset, who led an entire brand refresh, we focused on feelings of softness and embracing our ‘inside lives’ for the brand’s next evolution. See more of my work across the site.

Hello Me for The Outset

Voice and copy lead
Product naming

Hello.Me expanded their product line to focus on hormonal balance in all women at all stages of life. The team at Outset and I worked on a new visual identity and voice to go along with this super-charged version of the brand.

Voice and copy lead
Website and social for brand re-launch

I worked with the founder of Revea to tell the story of how they were revolutionizing skincare in their Bay Area labs. Though the science and methodologies were complex, we found a balance in tone that centered the messaging around the consumer and their needs, while still celebrating Revea’s advanced scientific approach.

Lashbox for The Outset

Voice and copy lead

Lashbox had made a huge name for itself in the growing world of professional lash application, and they were ready to make sets that the masses could take home and easily apply themselves. We worked with the founder to create a verbal and visual identity that felt playful and fun, while amplifying their professional expertise and long-standing reputation for creating the best-of-the-best falsies.

Debut Biotech for Bartlett Brands

Voice and copy lead

I worked with the brilliant, strategic minds at Bartlett Brands to rebrand the biotech company, Debut. We created an identity that focused around their high-speed, iterative, and forward-thinking innovation style in the world of beauty and skincare science.

Place Showroom

Creative direction, strategy, voice and copy lead, production
Art direction: Jeff Dryer

The international fashion agency and wholesaler, Place, approached me for the second time in a decade to update their brand with a new look and feel.

We developed a strategy that focused on the constant evolution of Place as it directly reflects the fashion landscape, and created a cohesive message and visual tone that successfully housed all of the unique Place brands.

Tiny Organics for The Outset

Strategy
Voice and copy lead

I worked with the team at The Outset to develop a strategy, campaign direction, and copy for the brand’s new line of solids for 6-12–month-olds, Tiny Beginnings.

Drawing from the philosophy behind baby-led weaning, we were able to create a vibrant and colorful campaign that celebrated this new stage in a baby (and parent’s) life.

ADAY Multiplicity Launch

Voice and copy lead

I worked with the founder and creative director to create a story around their sustainably-made capsule that could be worn and styled multiple ways. Deliverables included copy for web, social, catalogue, ads, and wild postings.

Oishii for The Outset

Voice and copy lead

Hero Cosmetics

Copy lead

I worked with the brand to launch a new product in their growing line-up and first true cosmetic: Rescue Balm +Red Correct. I wrote copy for web, social, and emails.

Tastemade

Writer, editor
Creative direction, food styling, recipe development: Merce Muse
Additional writing & editing: Jill Russell

In an effort to abandon the sad desk salad that defines so many lunches today, Tastemade created “Take Back Lunch” a gorgeous cookbook that guides readers through hundreds of simple, accessible recipes. I wrote headnotes, intros, and various how-to type pages throughout the book.

Daily Harvest for The Outset

Concept and copy lead

Daily Harvest introduced a new line of smoothies, desserts, and chilled soups for summer, and we created a vibrant campaign to celebrate it.

Every Mother for The Outset

Voice and copy lead
Naming

Formerly known as The Dia Method, Every Mother tapped Outset for a complete brand overhaul — including a new name. I was responsible for naming (company + programming), voice, and web copy.

VMG Partners for The Outset

Editorial direction
Voice and copy lead

We worked with VMG to reimagine the venture capitalists’ website and transform it into a more modern, editorial space. We conducted interviews with VMG team members and brand founders, and gave each brand their own “front of book” style page to convey founding stories and humanize the investor experience.

Ivory Ella for The Outset

Voice and copy lead

Ivory Ella, a Gen Z clothing brand, was on a very large mission to save the elephants. We created a new visual and verbal identity that appealed to their audience, while also tying the creative back to their cause and business goals.

Olay for Saatchi & Saatchi

Campaign concept
Copywriter

This campaign challenged the notion that women should change their behavior, style, or beauty practices because of age.

#Dontactyourage uncovered stories of Olay users defying the odds across all generations.

As the senior copywriter at Thrive Market, I oversaw all copy and content around product launches, promotional campaigns, packaging, and brand partnerships. We saw Thrive Market grow from a seedling of a start-up to an essential part of hundreds of thousands of Americans' lives.

I was copy lead on these and several other products, from packaging development, to launch campaigns and ongoing promotional content.