Dakota Supply Group: Copy Style Guide & Brand Refresh

This century-old Midwest supplier was in need of a brand refresh. One of the key challenges I overcame during this project was the need to convey highly technical industry knowledge in accessible, conversational language. Using “this, not that” examples, I formulated an easy-to-follow copy style guide for both internal employees and future contractors.

Shutterfly: Back To Everything 2021 & Mother’s & Father’s Day 2023

We created this campaign as the Covid-19 pandemic waned during the traditional “back to school/off to college” marketing moment in late summer. As returning to in-person interaction was an uncertain and even controversial topic, we chose to focus on the excitement of fresh starts and changing seasons to speak to people who might be returning to pre-pandemic routines.

For our Mother’s and Father’s Day campaign, we wanted to highlight the value of personalized gifts featuring special memories. We an extremely short timeline for this project that coincided with our business’ busiest season. Juggling the demands of my day-to-day email projects with creative concepting work wasn’t easy, but I loved seeing this campaign live a few months later.

Cabinetworks: Copy Development & Annual Campaigns for 6 Unique Brands

As the sole creative copywriter in the organization, I refreshed copy tone of voice and style for all six brands over the course of two years. I worked closely with our two brand managers to identify the unique features of each brand and also mastered complex technical information about cabinet construction and kitchen and bath design. This included differentiating between two cabinetry brands with the same name and same product, one marketed as semi-custom to owners of independent high-end showrooms and one marketed directly to consumers at Menards, a Midwestern big box hardware store chain.