I worked with a talented team of women to help launch the Headspace Women’s Collection — meditations, mindfulness exercises, and expert guidance related to topics like sex and intimacy, women’s health, and solidarity.

We took this campaign from concept to completion, coming up with the overall look and feel and the hero headline of “Be kind to your body and mind.” We also wrote a suite of supporting headlines to be used across ads, social, landing pages, emails, and in the Headspace app. In a world where a lot of women-focused advertising can seem forced or inauthentic, we wanted to present a positive, empowering voice and visuals without getting too “you go, girl!”

I worked on the messaging strategy for this campaign, and wrote the copy for all marketing emails, in-app modals, in-app content descriptions, and the landing page. After seeing everything completed, I can authentically say, “you go, girl!” (but, you know, not in a cheesy way).

I worked with designers, an illustrator, and marketing and PR stakeholders to create the messaging and creative concept for a year-long partnership between Headspace and the National Parks Foundation.

A lover of big sky, gorgeous vistas, and gargantuan old trees myself, this was a dream collab for me. I wanted to capture the positive connection between nature and mental health, and came up with the overarching headline of “Experience mindful wonders.” I also wrote a few supporting headlines designed to evoke the awe-inspiring feeling of visiting a National Park. This messaging was used in social ads, emails, modals, in-app copy, and on a landing page, all written by me. I hope that reading it feels like a breath of fresh air. See more here.

Beloved meditation app Headspace was expanding beyond mindfulness into a full-on mental health platform — and they needed their brand voice to expand with them. I was honored to work on the brand voice evolution and all-new Tone of Voice Guide, in collaboration with my Creative Director and two other senior-level writers.

Part of this undertaking was coming up with a new brand tagline for Headspace — our “Just do it,” if you will. After pages upon pages of brainstorming, as well as pitches to stakeholders at every level of the company, we were so happy to debut “Love your mind.” It’s simple, conversational, hopeful, and accessible — all qualities rooted in Headspace’s brand values since the very beginning.

Once we locked down the new brand tagline, we needed to build out updated brand voice guidelines to go with it. So, we got to work on determining everything from our messaging pillars, to copywriting do’s and don’ts, to the answer to the age-old question “When do you capitalize ‘Headspace,’ anyway?” I’ve included samples of the completed Tone of Voice Guide here, and the full experience can be found on this website (please email me for the password if you would like access).

Women’s vitamin company Ritual puts science first. My challenge in leading copy for the brand was to translate all of those fancy science terms into friendly, easy-to-read educational content.

I collaborated directly with everyone from the founder/CEO to Art Directors, Marketing Directors, Content Editors, and Ritual’s in-house Science team, taking jargon-filled scientific writing and reworking it into shorter, conversational — yet legally-sound and educational! — language that you don’t need a PhD to understand. Turns out, the balance lied in just the right dose of cheeky attitude.

For Ritual, I worked on everything from campaigns, to emails, to print materials, to growth ads. I also ghostwrote long-form content for the Content Editor — check out some of my favorites here:

Why You Need Vitamins

The 3 Types of Omega-3’s—And Why They Matter

What is the Best Multivitamin for Vegans?

Concepting and writing The Black Tux Spring/Summer wedding campaign was a blast. Wanting to capture the brand's modern, irreverent values and aesthetic, the Art Director and I centered our campaign around the idea of "making your own wedding traditions." The campaign follows three diverse couples on their wedding days—and, as you'll see, each couple puts their own spin on the classic wedding. I wrote each story for the three wedding videos, as well as the taglines for the campaign: "Traditional-ish," "Be your own wedding inspiration," and "It's a big day—dress accordingly."

Check out some of my favorite blog posts I wrote for The Black Tux:

Suitstrology: How to Choose the Best Suit or Tux for Your Zodiac Sign

Quiz: Who is Your Suit Style Icon?

Ask Mr. Buttons: What to Wear When There's No Dress Code

Introducing: The Ruffle Shirt (It's Back, and Better Than Ever)

This Prom Season, the Coolest Tuxedo You Can Wear is a Dinner Jacket

After completing The Groom's Guide and The Groomsmen Guide, the Brand team at The Black Tux just couldn't get enough of long-form writing. Recognizing that there aren't many places online where men can go for non-cheesy advice about dressing up, we decided to start a blog called Well Suited, dedicated to casual advice about formalwear. I had fun conceptualizing and writing articles, SEO content, advice columns, and Buzzfeed-style quizzes. The links above are some of my favorites, especially "Suitstrology” (the best suit for your zodiac sign).

When The Black Tux tasked me with writing a funny-yet-informative, entertaining-yet-useful wedding planning guide for grooms, a couple of thoughts came to mind: 1) "I'm a woman who's 'not a wedding person'—how am I going to give wedding advice to men?" and 2) "I've never written a book, and I don't know if I even can write a book." But like every other project I've ever felt unqualified for, I took a deep breath and just did the damn thing (with the help of my co-writer, Jerod, and editor, Zach). The Groom's Guide, as the book came to be called, ended up being 224 pages, and covers everything from the functional (what to ask when hiring vendors), to the functional (the importance of late night munchies for keeping the party going)—with plenty of other valuable tips and tricks in between. We even turned parts of it into an online experience. I'm pretty proud of how it turned out.

Simply put, this Holiday campaign for The Black Tux was my (very snappily-dressed) baby. Our Art Director, Everett, and I took this multi-channel campaign from concept to completion. I had my hands not only in writing tag lines, landing pages, blog posts, product copy, Instagram captions, emails ads, and PR announcements—but also making playlists, casting models and dancers, providing input on visuals, and really just making the entire crazy thing come to life. But, I get ahead of myself...

Tasked with coming up with a less holiday-focused angle for The Black Tux's Holiday collection (as the content and product would live beyond the season), Everett and I chose a festive, "Party-Ready" spin—because what is the end of the year, if not about partying? Since the collection was so bold and playful, we knew we wanted to incorporate dancing, music, videos, gifs, and rich color into the creative, and really turn up the fun factor. For copy, we settled on the tag line, "Who knows where the night will take you—dress for the possibilities," as we wanted to encourage people to really live it up in these statement-making party looks. To push that tag line one step further, we created a landing page that toggles back and forth between "Party Mode" and the looser, more casual "After Party Mode," with uniquely styled outfits and copy for each tuxedo in the collection. We also crafted the ultimate Party-Ready playlist to take you through the night—and into the next morning.

By far, the most rewarding project I worked on for Levi's was the global relaunch of their new-and-improved women's denim collection. As both a lady and a feminist, I know the importance of starting each day feeling like you're ready to kick some butt (in jeans that make yours amazing). I drew upon these feelings of transformation and female empowerment—as well as Levi's status in history as the inventors of the first women's jeans in 1934—to conceptualize and write copy for a global campaign that included everything from a full-blown ecomm experience, to store windows, email and print ads, Levi's Store employee t-shirts, and a "badass women" influencer campaign starring cool ladies like Ibeyi and Alicia Keys. To see my campaign slogans—particularly "Behind Every Great Woman is a Great Pair of Jeans"—come to life was truly booty-ful.

Things I do every day: brush my teeth, apply gold eyeliner, get Levi's ads in my Gmail inbox. What can I say?—Levi's loves to email blast, and for a year, I was the copywriter doing the blasting. Penning six to eight marketing emails per week for a global consumer base of men, women and kids, I learned to write fast, stay on top of the current CRM trends, and appreciate the art of a good subject line. The results: a spike in open and conversion rates.

My first love may be singing Rod Stewart hits at karaoke, but my second love is definitely online shopping. For this reason, I had a lot of fun writing global e-commerce copy for Levi's US and EU websites. I collaborated with a team of graphic designers, merchants and marketers to create on-brand, cheeky copy that showcased the products and trends highlighted each month. Doing that job caused me to up my pun game (coincidentally, third on my list of things I love most).

I'm lucky to have worked for a company with a reputation for always thinking forward. Levi's started with an innovative idea (using copper rivets to increase the strength and durability of miners' pants), and has continued to originate for the past 140 years—inventing the first denim jacket, the first women's jeans, and being one of the first retail companies to adopt socially and environmentally aware practices.  My favorite part of being a copywriter for Levi's was drawing from this reputation for innovation to construct robust narratives that engage the consumer and showcase the brand in its most authentic form. Plus, research sometimes included working with a historian to track down cool vintage ads of smokin' 1970s ladies in bellbottoms—win!

Take a look at some of my favorite blog posts I've written for Jinx here:

How to Stop Puppy Biting Behavior

The Best Dog Breeds for Families With Children

When Do Puppies Stop Growing?

Am I Ready for a Puppy?

As a self-proclaimed animal-lover, I jumped at the chance to work with healthy dog food brand, Jinx.

The ask: write a series of educational blog posts, optimized for SEO, about dog parenthood. I learned a lot about dogs while writing these (if you ever have questions about how much your dog should eat in a day or what to buy for a new puppy, I've got you), and prioritized keywords while also writing in Jinx's friendly, cheeky brand voice (cuz robotic, clunky SEO articles are the worst). Whenever possible, I tried to connect the educational content of the article to Jinx's line of natural dog food products, linking readers to the Jinx website to buy.

The Honey Pot Co. makes natural, transparent menstrual care products for humans with vaginas. I was so excited to be given the opportunity to help them out with marketing emails when they needed a hand during a heavy period (pun intended). Their brand voice is bold, honest, sassy, and real — all qualities I love to bring to my copy and enjoyed playing with here.

Three things:

1) I absolutely live for my Solawave Red Light Therapy Wand.

2) I absolutely love taking dry/scientific information and making it punchy and digestible.

3) I absolutely love when I can learn new things from my job.

Lucky for me, all of these points have come together in my work for Solawave, one of my favorite skincare brands.

Solawave approached me with the desire to add more of a “smart, cool best friend who knows a lot about skincare” vibe to their copy, and it’s been fun to ideate with them.

Taking what I learned from working at Headspace and Ritual, I balance incorporating scientific claims into my copy while maintaining a conversational, cheeky tone.

I’ve also learned a lot about skincare, ingredients, and technologies in the process — making me feel like a total brainiac. Check, check, and check regarding my list above.

Also, please note: the last post on this page was for April Fools. There isn’t a skincare product out there that can turn you into an actual baby :)

Luxe sleepwear brand Lunya’s voice is strong, feminine, and funny — three qualities I also possess ;) Clearly, our partnership was a match made in silk pjs. I enjoyed having the opportunity to work on emails for them as a freelancer — it’s not every day that a job allows me to make as many “bedroom” puns as I want.

Sustainable apparel brand Reformation is known for their distinctive copy and cute clothes that make me wish I had more reasons to wear backless dresses in my day-to-day life. That being said, I was beyond excited for the opportunity to write a series of "eco-tips" for the brand's email ads and social channels. The challenge was to take educational material about sustainability and make it conversational, funny, feminine, and on-brand. These were an absolute blast to write and I learned a lot along the way (who knew dishwashers use less water than washing dishes by hand?!).