I have worked with Nike since 2021 to relaunch their women’s bra & leggings categories in collaboration with a number of influencers.
I worked with Microsoft on a series of eight short videos that debuted at the Cannes Lions Festival 2023. Each video featured a designer or artist that created a work of AI-generated art using Bing Chat. I was tasked with interviewing each creator and building scripts for 60-second spots.
Full videos and more information about the work can be found here: https://unlocked.microsoft.com/cannes-creators/
I worked with Sunglass Hut for their 50th Anniversary campaign, which explored the nostalgia and style of rollerskating culture. We went for a retro feels, with recognizable and inspiring taglines and fun supporting copy.
Branded assets included social videos, banners, posters, and print collateral like postcards and maps.
I worked with Love Wellness on their summer ‘22 campaigns to promote specific products both online and with in-store signage. Signage appeared in Sephora and Ulta Beauty stores across the US.
I worked with Instrument to launch a hub for all YouTube Creators. The multi-page site experience takes Creators through how-tos, important tax information, creative inspiration, and more.
The full site can be viewed at www.youtube.com/creators.
I worked with New Moon (fka the Projects*) to create a new brand for a seasoned and successful agency. The long-overdue tensions of 2020 provided clarity that the agency’s former name was insensitive and needed to change. I worked with a wonderful, earnest, and empathetic group of people to write internal strategy and create website copy so that the agency can serve top-tier brand for years to come.
The full website can be viewed at www.new-moon.com.
In 2018, I collaborated with Los Angeles-based production agency Whitelist to write two commercials for Away, a modern travel company.
Click here for 30-second Always Moving spot
Click here for 30-second Big Picture spot
I work with Scribe Wine to write descriptions of each terroir-driven wine for their membership society (SVS). With the events of 2020, Scribe is focusing on digital marketing and telling their story to members who cannot visit the winery.
I worked with Porsche in 2019 to create out-of-home advertising for the company’s new Porsche Passport program. Billboards and digital displays are now live in Scottsdale, Las Vegas, and San Diego.
My ongoing work with Stanford Children’s Health is in partnership with SF-based agency HUb San Francisco. We have created social media captions and performance marketing ads in response to COVID-19 and its implications for children, families, and expectant parents.
I also did scriptwriting for SCH on a variety of videos. Some examples are here and here. Enjoy!
I work with financial services company NerdWallet in partnership with SF-based agency HUB. We create short, pithy performance marketing ads that are rooted in dad jokes and puns.
I worked with Feel Iceland in 2021 to refine messaging for their product launch.
In 2019, I was brought on as a copywriter and brand strategist for an intensive rebranding workshop for Heart Fashion Group. We took a look at their top three publications, ELLE, Marie Claire, and Harper’s BAZAAR, to distinguish audience, discuss goals, and map strategy for print, media, and experiential marketing. The resulting work has guided the Hearst Fashion Group team into a restructuring and reimagining of the way forward.
WEBSITE | PRINT CAMPAIGN
I worked with Amour Vert, a sustainably-crafted women's clothing brand, between 2016 and 2017. Based in San Francisco, Amour Vert has an online shop as well as retail stores throughout the city. When they launched their print catalog, I came onboard to support copy needs. I wrote product descriptions, headlines and fashion stories for five quarterly catalogs. As the business grew, Amour Vert was able to bring on a full-time staff writer and continues to create print catalogs today.
My working relationship with Wordpress.com started in 2018 and is still in full swing. With my partners at Scout Lab, I’ve written a social media campaign around video assets for their fun, quirky concept of Shrinkify.com. These videos feature entrepreneurs that are bringing their dream to life using the platform, so I get to put on my storytelling hat. I write copy for both Instagram and Facebook that is both inspiring and relatable.
I worked with TVA, a Portland-based architecture firm, in late 2019 to distill brand values, voice, and vision. As leadership changed hands, the work focused on retaining the brand fabric while weaving in the ambitions and intents of the new principles. Work included brand strategy and website copy (staff bios, landing pages, 30+ project descriptions).
Happy Tools is a workforce management platform brought to you by Automattic. I worked on the brand strategy, voice and tone, and website copy for the Launch of Happy Tools in early 2019.
I work with HomeX in partnership with SF-based agency, HUb San Francisco. The focus of our work is on social and performance ads.
I worked with YouTube in 2019 to reimagine their website content for their YouTube Space program. After an audit of copy, I partnered with SF-based agency Beyond to create a cleaner, more informative website for the program. Copy included landing brand strategy, landing pages, and sites for 10+ international YouTube Spaces.
The Assemblage NYC is a new age co-working space and private membership club based in New York City. I write for their Instagram page about everything from mental health to meditation to celebrity events.
“The days passed slowly. We took an hour or two every afternoon just to lay in the sun somewhere, sluggish and drugged by the afternoon heat. We went on runs, stopped into breweries, played cards, found rope swings. We took slow drives to the other side of the island just because we had nothing else to do. We took a ferry to Lopez Island because we heard there were good farm stands there and spent a whole day looking for fresh eggs.”
Read the whole article here.
Western Range Clothing Co. is based in beautiful Jackson Hole, WY. With a focus on western-inspired styles and fresh colors, Western Range makes clothing and accessories for both men and women. I worked with them in 2018 to streamline their online product descriptions with an intentional, easy-to-follow template. We kept copy consistent, approachable and inspiring, and the team is excited to have a simple formula to use going forward.
WEBSITE | EMAIL
I have worked with Kopari Beauty, a San Diego-based organic beauty company, since early 2017. Kopari has a fun, youthful voice, and all the copy I write should transport customers to a sunny beach in the tropics. I started only writing copy for emails, but have since taken on social and web copy as needed for the growing team.
I worked with Google’s product team to create informational materials, including e-Books, site content, and testing materials for new product launches.
WEBSITE | SOCIAL MEDIA | EMAIL
I worked on Dockers while I was an in-house writer for Levi Strauss & C0. from 2014 to 2017. Dockers presented an interesting opportunity for the creative team. A sister brand to the ever-popular Levi's brand, Dockers continues to develop and sought to attract a younger demographic. While we embraced our "dad pants" history, we as creatives worked to make the brand fresh and engaging for modern men entering the workforce.
While working with Dockers, I wrote email, web and social copy. I also owned the Guy's Guide category, creating monthly guides for new products.
BRAND VOICE & TONE | SOCIAL MEDIA
I worked with Plenty to develop a distinct brand voice as they prepare to launch their vertical farming produce on a national level. With a focus on a greener, cleaner agricultural system, we positioned Plenty as a wise but approachable partner in healthy eating. My copy examples here come from their growing Instagram page.
Humble Abode is a towel company brought to you by the fine folks at Levi’s. I helped an internal thinktank at the denim giant to come up with brand guidelines, web content, social captions, and product descriptions for their range of 100% organic, fair-trade towels.
BRAND VOICE & TONE | PR
I worked with Campaign to establish a solid brand book for the entire internal team. Everyone member of the team uses the brand book as a guide for all things Campaign from foundational elements like vision and mission to the nitty gritty details of grammar and language. I also assist in PR pieces to spread the word about this innovative new brand.
WEBSITE
I worked with Edward Field in 2017 as they redeveloped their brand and relaunched their website. Working with a San Francisco-based creative agency called Forget Impossible, I dove deep into the Edward Field brand and we were able to beautifully articulate their values and offerings to their customers. I wrote web copy for this relaunch, including all product descriptions, landing pages and 'About Me' story.
BRAND VOICE & TONE | WEBSITE
I worked with Motorola in late 2017 to launch an internal website for their professional services arm, Motorola Solutions. Motorola Solutions is a strong, authoritative voice that supports B2B customers. With an NYC-based agency called Scout Lab, we launched a website that establishes Motorola Solutions as a trusted industry leader through distinct vision, voice and tone guidelines.
PITCH DECK
The Wander Boys are a group of LGBTQ influencers who celebrate a connection with nature and encourage others within their community to do the same. This is another project that I took on pro-bono in early 2018. I worked with Wander Boys to create a pitch deck for potential donors and investors.
BRAND VOICE & TONE
I worked with adidas from late 2017 to early 2018 to redevelop internal communications strategies. As a team, we refocused the emphasis on employees as creators, thereby redefining the values and vision for the brand as well as the way they define collective success. We also developed language around the adoption of a 'growth mindset', which allows adidas to clearly communicate expectations to all employees and leadership teams.
WEBSITE | EMAIL
SoFi, short for Social Finance, is a new kind of finance company. Built for a younger demographic, SoFi helps people buy their first home, get out of student debt, take their next step in their career and more.
I worked with SoFi on a freelance basis in 2017 to create landing pages for their rapidly evolving website, including partnership pages with Engel & Volkers, Airbnb, Jetblue and Alaska Airlines. I also worked to refine and refresh multiple triggered and transaction email series.
CONTENT PRODUCTION
The United States of Amelia is my personal travel journal. In 2017, I took my work and traveled across the United States in a converted Sprinter van. It was the grandest adventure of my life, and my online travel journal captures the experience.
You can visit the journal here: www.unitedstatesofamelia.com
WEBSITE | SOCIAL MEDIA | EMAIL
I worked as an in-house writer for Banana Republic for about 8 months in 2016. During that time, I worked on everything from web copy to email campaigns to social (Instagram, Facebook, Pinterest) to in-store signage and window wraps. While I owned the Women's US category, I also worked on adapting copy for the UK audience.
I had the opportunity to work with celebrity influencer campaigns, including collaborations with Olivia Palermo and NBA player Kevin Love. These projects gave me experience interfacing with publicists to create copy that upheld the communication standards of all parties involves.
As needed, I would also work with other brands that fall under the Gap, Inc. family, including Gap, Old Navy, Athleta and Intermix.
WEBSITE | EMAIL
I worked for Levi's at the same time I was working for the Dockers brand. I managed the product copy process for Levi's, which included over 5,000 products a season for both main line and wholesale businesses. This included managing samples, details from both designers and merchants and a team of three junior copywriters. Product copy challenged me to be both informative and emotive, and the sheer volume of products kept me very busy.
I also worked on specialty projects for Levi’s, including the NBA, NFL, MLB and Commuter lines, as well as a virtual styling and chatbot named Indigo.
WEBSITE | SOCIAL MEDIA | EMAIL | PRINT CAMPAIGNS | EVENTS
I worked for Pacific Community Ventures from 2012 to 2014 as their sole marketing employee. PCV is a nonprofit organization that supports small business owners that they scale and grow.
In addition to creating a marketing and communications strategy, I wrote for web, email, social (Facebook and LinkedIn), newsletters and annual reports. I also wrote onsite signage for three annual events attended by over 350 people.
BRAND VOICE & TONE
Constellation is a consortium of astronauts that aim to bring the world's population together to help save our planet. Astronauts have all have the opportunity to see something that most of us haven't--the world from outer space as a singly planet without borders or political barriers dividing us.
I took Constellation on as a pro-bono client in 2017 to help them achieve their mission. I worked on their internal communications strategy, helping them define their mission, values, vision and voice.
WEBSITE | SOCIAL MEDIA
Batch Seven is a cannabis delivery service that launched in San Francisco in February 2018. I work with Batch Seven to create Instagram copy that inspires women to connect with themselves and others on a holistic level.
I contributed to She Explores, a community of female travelers and adventure enthusiasts, on their Landscapes blog. Read an excerpt below or follow this link for the full blog.
The singular road made of hard-packed sand slithers through the park in a wide, curving loop. The dunes nearest to the visitor center are covered in the desert’s finest and strangest plants. Yucca with its sharp, reaching arms, pale grasses with puffs of hair and seed, and short succulents bravely peeking out of their sandy beds. As you near the back of the loop, the dunes swell, rising high above the road in a proud army.
I read once that it’s not that the desert doesn’t have water, it’s that it has just enough to sustain the life that resides within it. Take away the cities and the people and the irrigation and you enter a world that is defined by a fragile balance of life and dust. Just enough water, just enough warmth.
