Portfolio

I have always been a storyteller. After years of creating stories in the form of academic journal entries, magazine articles, book reviews, celebrity interviews, blog postings, short film scripts and feature length screenplays, in 2011 I started writing branding, advertising and marketing copy.

These are my stories (more writing samples are available upon request):

ALLEN EDMONDS:

AllenEdmonds_logo

STATIC WEB PAGES:

Craftsmanship, Heritage, and Service

CATALOGS: 

I’ve written many catalogs for Allen Edmonds. My favorites are the 2013 Apparel mailer that introduced the AE clothing line and the Spring 2013 Anniversary Sale catalog, both of which contained more distinct brand storytelling elements. Here are some others:

Holiday 2015

Gift Guide 2015

Fall 2015

Father’s Day 2014

Rediscover America 2013 (Here are some pages on the AE Legacy, recrafting process and American heritage from this catalog).

I also wrote the headline for this Father’s Day catalog.

AE-Fathers-Day-page-001

PRODUCT DESCRIPTIONS:

These are just a few of the 500+ product descriptions I’ve written for Allen Edmonds website (in the OVERVIEW section):

Walton shoe

Park Avenue shoe

Normandy boot

Yorktown shoe

Cornwallis shoe

Northland Camp Moc

EBLASTS:

Some of many email blasts created for Allen Edmonds:

Normandy email

Dalton email

Kentucky Derby email

JW Hulme email

Suede email

Strandmok Jeans email

NFL email 2

AE Email Blast 1

AE Email Blast 2

POSTCARD/FLYERS:

Parsons Design Challenge flyer

Bob’s Chili & Jose’s Oxblood postcard

ShoeLacepic

Shoe Lace Guide 

ALLEN EDMONDS GOLF:

AE GOLF CATALOG

I’ve also written countless product descriptions for AE golf shoes and apparel.

MACK TRUCKS:

mack_trucks_logo_detail

DEALER KIT:

Mack_Dealer_Kit--page-001

I wrote this dealer kit for Mack Trucks 2013 “Built Light. Built Right.” campaign, which was turned into magazine inserts for the Granite and Pinnacle trucks. A nice mix of headlines, product copy, taglines, and storytelling.

TRADE SHOW COPY:

You can see some of my trade show work for the rebranded Mack Trucks at the Mid-America Trucking Show 2014 and ConExpo 2014. I did the timeline (BORN IN 1900, READY FOR 2014), global sign (DRIVEN AROUND THE WORLD FOR 114 YEARS) and pylon copy (NO MATTER HOW TOUGH…) working off the “Born Ready” slogan (which I did not create).

SEA RAY BOATS:

sea_ray_logo

2013 WINTER AD CAMPAIGN:

Sea Ray Jan Promo Slide_large 2

I created the title, sub-hed and text for this ad/sales campaign.

SAPPI FINE PAPER:

sappi-logo_11319168

Act-Now-1-720

I researched and wrote this extensive manual on direct mail marketing for Sappi Fine Paper. (Here’s an article about it on VSA’s website.) It included a primer on postage usage, as well as the following mock advertisements for dress shop, computer technicians and a sandwich shop. I also created this eBlast invitation for a direct mail event. A long-form technical piece but also full of shorter components like headlines and ad copy.

EQ JOURNALS:

eq cover 2

I wrote and researched this 20+ page journal about the scientific aspects paper production and the environment. It was shortlisted for the 2012 Pulp & Paper International (PPI) Awards Environmental Message, Promotional Campaign of the Year.

eQ Journal 005 Rethinking Recycling cover_0

I did the expert interviews for eQ journal vol. 5.

SUSTAINABILITY REPORTS:

 

2013 Sustainability Report-page-001

2013 Sustainability Report

2012 Sustainability Report part 1-page-001

2012 Sustainability Report part 1

2012 Sustainability Report part 1-page-001

2012 Sustainability Report part 2

sustainabilityreportcover2011_0

2011 Sustainability Report 

Since 2011, I have researched and written human interest and corporate partnership stories for Sappi’s Sustainability Reports, for which the company garnered two PPI Environmental Strategy of the Year nominations. A mix of headline work and storytelling all while taking technical information and making it palatable for all audiences.

PRINT AD:

Sappi_Ad-page-001

This ad was written for print publications.

IDEAS THAT MATTER:

Screen Shot

I wrote the landing page and the call for entry page for this prestigious design competition.

 

ITM-mailer_v9-page-001

I also wrote an this informational mailer designed to drive entries for the 2014 competition.

EBLASTS:

I’ve written many eblasts for Sappi, including these about Ideas that Matter and  AIGA medalists.

DIEBOLD:

DIEBOLD, INC. LOGO

 

I edited and punch up the language for this product page and the accompanying infographics (click on LEARN MORE in each product section). I also wrote the tagline: Your Success is at the Heart of Our Solutions as well as worked on banner ads, case studies, industry narratives, and brand guidelines for the company-wide rebranding.

PIVOTAL 5 FITNESS:

PIVOTAL5_LOGO

Along with writing and editing their corporate web pages, I have written product descriptions, packaging and blogs for Pivotal 5’s line of fitness/sports gooding products.

PACKAGING:

LL_Power_Wheel_CS6.jpg-page-001I wrote 50+ product details like this for the packaging of the company’s rebranded Lifeline line. A lot of this writing is now on the Lifeline website detailing the FEATURES and BENEFITS of their products, like the Train Station. (NOTE: I did not write the PRODUCT DESCRIPTION paragraphs).

NATURAL FITNESS PRODUCT DESCRIPTIONS:

Here are a couple examples of the product descriptions I wrote for the company’s Natural Fitness brand (I also did descriptions for Pivotal 5’s Rejuvenation brand but they are not yet online):

Roam Folding Mat

Hero Mat

Burst Resistant Workout Ball

Eco-Smart Yoga Mat

BLOGS:

Along with this traditional copywriting, I also have done blog writing for Natural Fitness, for whom I covered topic like healthful eating, green weddings, stretching, fall fitness, and mother’s day fitness.

VINEYARD VINES:

 

I wrote hundreds of short, quipy website product descriptions for men’s, women’s, and children’s clothing.

TRICO WIPER BLADES:

TRICO_Logo

I wrote a months worth of Facebook posts for Trico. View a sample here.

FIRST DATA:

Print

First Data’s ask was to create two ads – one using their concept and another of my own devising. The first three ads in this deck were created using the client’s concept. The last two ads were created from a concept that I created based on research I did about the South African currency and were realized by collaborating on the idea with a designer.

YELLOWSTONE ASSOCIATION:

 

Yellowstone in a Day. COVER1

I wrote the fishing section of the new Yellowstone guidebook Yellowstone in a Day.

Guide Cover

I edited, rewrote and added new content to the as yet to be published third edition of the best-selling Yellowstone: The Official Guide to Touring America’s First National Park. Some of the new content included my writing on fishing, wolves, the Bechler region, the Old Faithful Inn, and winter in Yellowstone.

I am also a regular contributor of the Yellowstone Quarterly (formerly Yellowstone Discovery) magazine. Many of my articles can be seen below:

Headwaters of the Nation. Yellowstone Quarterly. Fall 2014.
Bob Fuhrmann Q&A. Yellowstone Quarterly. Fall 2014.
Counting Cougars. Yellowstone Quarterly. Summer 2014.
Xanterra Awarded 20-Year Concession Contract. Yellowstone Quarterly. Spring 2014.
Fenced In. Yellowstone Quarterly. Winter 2014.
Crossing the Lines. Yellowstone Quarterly. Winter 2014.
Steve Iobst Q&A. Yellowstone Quarterly. Winter 2014.
Profile: Colleen Curry. Yellowstone Quarterly. Fall 2013.
Picturing Autumn in Yellowstone. Yellowstone Quarterly. Fall 2013.
Boots on the Ground. Yellowstone Quarterly. Summer 2013.
Q&A with Kerry Gunther. Yellowstone Quarterly. Summer 2013.

TROUT STORY: Lead article in the Yellowstone Discovery magazine.

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