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Portfolio

Grab a cup of coffee & scroll on down.

Happy Chicks: Story Page

The challenge: Austin’s newest chicken place, run by one of the most successful restaurateurs in the city, needed a story. He needed something that would set Happy Chicks apart from the other fast casual chicken restaurants in the area.

So, the venerable Arts + Recreation asked for a little strategic copywriting help to support the logo, web design and in-store work they were doing for the restaurant.

My response: Three brand story concepts that would paint a picture for the target market, showing how Happy Chicks is the natural choice for a quick, quality meal. Ultimately, they chose “We’ve got what you’re craving”…

Restaurant Copywriting and Brand Story

Maggie Louise Confections: Product Descriptions

Austin's favorite chocolatier needed to transform basic product description copy to vibrant stories that match their gorgeous visuals. I partnered with the growing creative team to develop more consistent and strategic messaging throughout the customer’s experience. We traced the customer journey and up-leveled re-targeting ad copy, updated packaging copy to be more relevant to the customer who was ready to dig in. We ensured the automated emails being sent felt like a continuous conversation, and were going out to the right folks at the right time. At the time of engagement, the website had just moved to Shopify, and all copy needed an overhaul. I was charged not only with bringing the products to life in descriptions, but to offer just the right mix of personality and function for all three brand targets: consumers, wholesale, and custom corporate accounts.


Coastal Charters: Full Website

Port Aransas has no shortage of options for deep sea fishing charters. So, to reel in the customers, Captain Dorman needed to more clearly communicate how his business was different from the dock next door. He hired Garrett Digital, an expert SEO strategist who tapped me to bring the story to life. Danny Dorman’s story of growing up on the water and his passion for sharing the joys of fishing with everyone from experts to families made my job a breeze. Plus, the new site makes it easy for potential anglers to find the information they’re looking for, and book the right trip for their group.

Just a month after re-launching the fresh website copy, optimized for SEO, Coastal Charters has moved from page four to page one in search results!


Nano Pure: Website

When Nano Pure was re-branding and ready to take on everything we know about hand sanitizers, I jumped aboard. I defined the brand's voice, made the nanotechnology behind the product easy to understand, and told stories via web copy about how Nano Pure could impact the lives of everyone from new parents to those with compromised immune systems.


Nano Pure : Video Storyboard Concept + Script

When Nano wanted to show the myriad benefits of using Nano Pure, a video was the best way to make it happen. I thought through the most impactful use cases and landed on the one that would have the biggest impact for anyone watching it. The goal was to demonstrate the value of the product, and compellingly show how it will fit into the daily life of anyone — even beyond personas that include young families and dog owners. At the end of the day, we all take out the trash.


Adventure Assist : Product Copy

If given the chance, I’ll always write with pen and paper first, before opening my laptop. So, I was thrilled to collaborate with illustrator and designer Corey Carbo on bringing story to luxurious paper. The team behind this funky, functional travel journal needed their burgeoning brand's personality to come across stronger through a more consistent voice. I provided creative copywriting with an eye on the usability of the pages.


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La Luna Tide: Instruction Card

Founder Megan Lavorato needed an on-voice instruction card to accompany her monthly tea box kit. The card needed to be a warm introduction to the brand, but also be useful for those who aren’t regular tea-drinkers.


Pay Her Forward : Facebook Posts

Pay Her Forward founder Margie Becker needed a strategic sounding board and someone to help her build consistent, clear messaging for her growing online network of women-owned businesses. I was happy to join forces with her to support this fierce goal. I am proud of the 600% increase in social media reach I was able to get for her in just a couple of weeks, by sharing the stories of some incredible women already listing their businesses on the site.


Ready Go Swim : Instagram Posts

When long-time client (and my girls’ swim coach!) needed some fresh social media content, I knew just what to do. I created a customer questionnaire designed to get quotable, specific testimonials. The response was huge—over 80% of those who received the email responded within a week. I was then able to use the stories in Ready Go Swim’s bi-monthly newsletter, and to create a months-long social campaign (Instagram and Facebook). The campaign’s goals are to encourage social sharing and engagement, and foster a sense of community among current and future swim families.


Dell: Ad Campaigns

This is a brief collection of the work I did as the Brand Voice Lead and Senior Copywriter for Dell Blue, the Global Brand Creative group at Dell's international HQ in Round Rock, Texas.

In my tenure at Dell I collaborated with an unmatched team of art directors, designers and project managers on brand campaign copy, internal education series, copy for employee engagement events, green initiative messaging and more.

Global Human Resources Campaign

I was charged with breathing new life into the global HR's messaging. The concept "Bring Everything" was well-received and proved to have great breadth and depth; it was utilized for more than three years. My team created a guidelines document to keep the global executions of the campaign consistent, including the flexible design system, storytelling structure and multi-purpose copy bank.

 

Corporate Sponsorship: The Commonwealth Games

Print Ad Copywriting

Paired with an excellent design colleague, we worked closely with counterparts in the UK to create a design and copy system for Dell's sponsorship of the 2014 Commonwealth Games in Glasgow, Scotland. From concept through execution of everything from print ads to airport takeovers to social media plans and posts, we told the story of the myriad ways the technology behind the Games supported athletes and infrastructure alike.

Brand Campaign: Austin Bergstrom Airport Takeover

OOH Copywriting

Competing with guitars and live music in an airport with an enterprise-level IT brand message was no easy feat. The team's goal with the Better Way campaign was to connect Dell's solutions with the company's hometown, while telling a story with quantifiable proof-points as the hero.

Billboard Copywriting

Meeting Relief: Brand Voice Guide

Ooh how I love defining a brand voice. I love getting to know the ins and outs of what makes a brand tick; what makes them special; what makes them who they are. I love distilling the essence of this intangible thing into a very tangible and usable guiding document that not only benefits the business owner or CMO, but also makes everyone who writes on behalf of the brand more confident in what they’re doing. It ensures consistency and makes a brand feel trustworthy like an old friend. Here’s just a peek at what a Brand Voice and Personality Guide might look like.

 

L Style G Style Magazine: Long Form Editorial

I've written for a variety of publications, though my favorite pieces remain those that provided the opportunity for me to paint a picture with words, of an experience of a place, a meal...

 

Blogs

I write for a number of tourism clients for Austin-based digital agency Orange142. Here’s a selection of those published blogs:

A Weekend Getaway to Ft. Collins

A Weekend Inspired by Royalty In Wilmington

Stay in Wilmington This Spring

Megan Lavorato is a badass who took control of her life post-Lyme Disease diagnosis by creating whole-leaf teas from scratch that would support her hormonal tides through each day of her cycle. When she wanted to take the teas to market, she tapped me to join the team of women who are helping her spread the word. I’m writing regular blogs, designing and writing custom email automations, and providing content strategy as we build the brand. I’m working to define the La Luna Tide brand voice as integral to Megan’s own, but with it’s own twist, as well as helping create a system for the visual elements, logo parts and colors.

A Deep-dive into Our Anti-Anxiety Ingredients

Why Track Your Cycle With Tea?

Know Your Phases. Enliven Your Life. All Month Long.

The Credit Union of Texas prides itself on providing a slew of resources for their customers. They strive to support financial well-being for every stage of life. I’ve written dozens of blogs for them, so here’s a sample:

Stay Financially Fit While Raising a Child

Childcare Costs How Much?

How To Budget for Vacation

How to Pay For Your Dream Wedding (Without Starting Married Life In Debt)

Easy Home Improvement To-dos Before You Move In