campaigns

The Original Jakes Life is Good

After years of fielding requests from customers, Life is Good finally did it: They brought back their original t-shirt graphics from the ‘90s, the ones that started the brand almost 30 years ago and began as doodles on a piece of scrap paper. The goal: Drum up excitement for the limited-edition throwback capsule. My job: Write copy that felt nostalgic without being sentimental, and heritage-obsessed without alienating newer customers who'd never met the original Jake.

I wrote the full campaign — web, email, product descriptions, social, and wholesale signage — threading a single story across every touchpoint.

The Artist Series Life is Good

At the height of the pandemic, Life is Good was wondering how to talk to their customers: How to get people to focus on the good stuff when the news seemed so bad every day. So they did something unprecedented: After decades of working with only in-house artists, the brand brought in a community of creators outside the company to demonstrate the myriad ways that optimism, their most important brand pillar, could be lived through art.

I interviewed the artists and, based on our conversations and on their work, wove a coherent story of positivity that felt true to their individual mediums and styles. I wrote all web, email, blog, and social assets — each one its own story, all of them part of one.

Hayley Paige for Hearts On Fire Hearts On Fire

Hearts On Fire had an amazing opportunity: A partnership with (then) up-and-coming wedding dress designer Hayley Paige, and a chance to freshen up branding that felt dated. Paige's singular edgy, whimsical style gave us a chance to push the envelope and go all-in on a bold campaign geared toward younger consumers, especially women purchasing jewelry for themselves. We leaned into the idea of diamonds as art and adornment, and away from  traditional diamond marketing that insists diamonds are only for marriage and serious milestones. From mood-board to final voice, I was a leading creative influence - shaping the visual identity and writing all copy to tell the story of a new kind of diamond customer across email, print collateral, social, and web.