Select Customers & Projects
Product & Web Copy
Natural Food Startup
Direct to Consumer Fashion Startup
Turning Green, nonprofit
Changes aren't easy. Especially when you have a loyal customer base who know and love you. But change happens. Most would say it's inevitable. And those that don't -- would be silly. This campaign for Bay Area startup eatsa was centered around introducing product upgrades and recommitting to eatsa's unique value proposition of fresh, delicious high-customizable food .
Campaign Development for Product Upgrades
Bronner's. Their peppermint soap brings me right back to the Indian Himalayas when I had just graduated college and was solo-backpacking..........ah right, this is a portfolio. As I was saying, I got to put on my journalist hat and dig into some of the organizations that Bronner's supports. Here I highlighted Lava Mae, a Bay Area-based nonprofit working to bring dignity and optimism to the homeless through mobile hygeine units.
Technology -- it moves fast. Take Alchema, a Kickstarter-backed countertop cider machine that makes homebrewing easy for anyone. The Alchema audience loved the product so this project was all about clarifying their message, optimizing webpages (headlines, CTA's, UX), and writing copy that connected with the homebrew curious.
Turning Green, a nonprofit dedicated to education around environmentalism and sustainability, runs an annual month-long challenge to activate high school and college students. Since 2011, over 30,000 students have participated. My job was to update the challenges and make them clearer, more engaging, and more fun.
It's hard to anchor your message when you're just finding out who your customers are. With Poppins, a Bay Area startup, this project centered largely around finding the voice of the new company. And when you're speaking to parents, tone matters. Trust and competence first, playfulness (you're kids will love 'em) second.
Sometimes you have to make your own celebration. That's what Amy's Kitchen did with (Inter)national Veggie Burger Day. A celebration of the versatility of the not-so-humble veggie burger.
Digital + Storefront Copywriting
A few random pieces worth sharing.