I’ve proudly had the opportunity to work on a diverse range of projects within the home and retail space. I’m excited to share a few of my favorites.
Sense of Home
What makes you feel the most at home? Is it the smell of your favorite meal, the feeling of freshly washed sheets, the sound of your favorite record playing?
5 Makers. 5 Homes. 5 Senses. Enlisting Lulu and Georgia’s favorite creatives and makers, the Sense of Home campaign tells the story of each person’s home, framed through the sense they relate to the most. The project featured five distinct profiles, an editorial landing page, email marketing, and Instagram stories.
Favorite features: Maurice Harris, Emily Harpen and Hawa Hassan
Goal: The idea for this campaign was to center the content not around our product but on the 5 senses. This campaign partnered with 5 creatives and tastemakers to tell their story of home through the lens of a the specifc sense they chose.
Lulu & Georgia
Sarah, In Dreamland
Her designs share an appreciation for history and a sense of place, editing traditional elements to feel modern and completely new—with a range that spans interiors, textiles, wallpapers, and now furniture.
Announcing the launch of Lulu and Georgia’s newest collaboration with designer Sarah Sherman Samuel, this profile and home tour is the centerpiece of a special-edition catalog dedicated to the collection. The project featured three blog posts (including a digital version of this piece linked below), an editorial landing page, product copy, email marketing, signage, packaging, and Instagram stories.
See the digital profile here and secondary blog post here.
Goal: This omnichannel launch campaign announced the newest and largest collaboration between designer and brand. So this profile, along with the subsequent deliverables, was meant to highlight the design process, grow engagement, and drive strong sales at launch.
Lulu & Georgia
Fall 2022 Editorial
Email Series
Wrote a series of six emails for the Fall Editorial launch that is tailored for the channel. The email campaign mirrors but doesn’t duplicate the copy used in the catalog, landing page, Instagram stories, and two blog posts—including one on styling with primary colors.
Check out the email series here and the accompanying blog post here.
Goal: The Fall ‘22 collection launch was a big swing by the brand, with tons of vibrant colors and bold styles that were a little bit of a departure from past seasonal launches. This email series was meant to generate excitement, explain the design inspiration and explain how to best layer these statement pieces into the customer’s home.
Roaman’s
Holiday 2025 Concepts
Partnering with the Creative Director and two Art Directors, I wrote headline and subheader copy for four seasonal concepts that appeared throughout Q4 catalogs. The topics covered were celebrating the season with our Bend Over® collection, introducing new fabrics and styles of the Kate Shirt, relaunching the Ultimate Ponte collection, and a fresh take on the Black Friday Doorbusters covers. Despite being created specifically for catalogs, this copy and layouts did carry over to other channels over the season.
Check out all of the Holiday concepts here.
Goal: The intention behind this set of concepts was to center on a Celebrate with Roaman’s campaign, using emotionally resonant imagery and copy, while also still focusing on the products, their details and how to style them during the holiday season.
FullBeauty Brands
Strategic Creative Lab: Digital Marketing Asset Development
Collaborating with multiple Art Directors from different FullBeauty brands, I wrote on-image, headline, text body and link description copy for a handful of Facebook and Google PMax ads. Limited by a strict character count (or layout space) for each line, I leaned on the key messages pushed by the VP of Creative’s brief and the product description pages to create a few options of fun and engaging copy for each ad.
See the concept work for both brands here.
Goal: This strategy creative lab was initiated to increase new customer acquisition through paid social ads for Roaman’s sister brands, Woman Within and KingSize. The objective was to create entirely new digital marketing ads for each brand to distinguish them with first-time buyers in the plus-size (Woman Within) and big & tall (KingSize) space.
Lulu & Georgia
Malene Barnett
Kindred Collection
Art is a tool to document history. At its best, it serves as a bridge to a time, place, or people and encourages you to forge a connection and relate it to your own story.
Multidisciplinary artist Malene Barnett’s work is rooted in the cultural and artistic traditions of the African diaspora. In preparation for the launch of her Kindred Wallpaper Collection, I strategized with Barnett on naming each wallpaper style and with the Manager of Digital Content on a video script for the team’s shoot. I also produced the campaign’s catalog copy, product descriptions, email marketing, Instagram stories, and two blog posts—including this collection spotlight.
Click to see the studio tour here.
Goal: This Malene Barnett collaboration was the first between the brand and artist, and so its cross-channel launch served to educate customers on the cultural and artisan history embedded in each wallpaper’s development and grow engagement for the brand.
Freelance
The dalci Difference
But therein lies the question: When you are a health-conscious individual, what happens when you crave a sweet mid-afternoon snack or want to indulge a bit on dessert? Without negatively affecting your gut health, is it possible to have your dessert and eat it too?
Partnered with dalci, an emerging gut-healthy dessert brand, on contract work to create assets for its site launch. Collaborated with the brand’s founder to create content for its About Us landing page, original packaging, and two research-driven blogs.
Check out the blogs here and here.
Goal: For the launch of its gut-healthy dessert brand, dalci needed to educate its prospective customers on not only the roots of the brand, the importance of gut health to overall health, and what in dalci desserts made them healthier than other snacks.
Freelance
William-Sonoma Inc., Sustainability
When we empower people in our supply chain, they’re able to achieve their full potential, lifting up their families and communities in the process.
Completed contract work with a boutique creative studio to help launch Williams-Sonoma, Inc.’s Sustainability site in March 2020. I worked on copyediting and writing several site landing pages, including the Worker Wellbeing and Waste & Circularity statement pages and short blog articles for WSI adopting Nest’s Seal of Ethical Handcraft and Rejuvenation’s Sustainability Award.
Check out the original sustainability landing page here.
Goal: Williams-Sonoma, Inc.’s goal in launching its Sustainability Site was to showcase the strategy and commitment to being an industry leader in responsible retail, from lifting worker wellbeing to reducing waste throughout the supply chain. The last of the articles was to celebrate several brands setting the highest of industry standards for artisan production and sustainability.
