CALIFORNIA DESIGN DEN
Contract Role
This project included crafting original copy and brand narratives from scratch for high-traffic areas of their website. It required researching fabric, textile manufacturing, geographic locations, and international certifications. One section of the project required new product names and copy for their line of cotton sheeting that helped consumers differentiate and choose between thread counts to reduce returns.
PATTERN BRANDS
Contract Role
Creative work for Onsen and Poketo.
POTTERY BARN KIDS
In-House Role
PBK had an editorial series called “Influencer Spotlight”, now called “At Home With: Room Makeovers”. The current version is a micro version of the once long-format interview-style articles I used to write and create storylines for.
The PR team would give me a document with basic questions, and often very short answers from celebrities and influencers. My job was to expand the quotes, add in product mentions, and dream up a makeover experience and design direction that felt genuine and engaging for both the brand and the interviewee, that passed approval. The assignments also came with launch copy for email, Instagram, and SEO-heavy Pinterest previews.
Site Traffic: Averages 2 million views per month, and spikes around holidays.
Website landing copy was mainly handled by senior staff on the editorial team, but I was able to pitch in on a few campaigns. “Packed with personality” was a line I wrote that performed well for back-to-school and became a go-to line internally.
