Branding.

Loyalty built one word at a time.

 

 I’m an empathetic writer with a finely honed radar for brand voice. I believe in being well researched and deliberate, and delivering consistency that customers can trust.


Branding case studies

118 118 Money

Brand voice guidelines / Content process

This Saves Lives

Product naming

Gilt City

Flash branding

 

118 118 Money

While 118 118 Money was already a ubiquitous name in the UK’s personal finance space, internally, they struggled with consistency of voice and efficiency of content creation, and they were worried this would manifest itself in brand confusion and a loss of customer loyalty.

 

My role

Combining our mission and vision statements with my own competitive analysis, I created our brand voice copy guidelines.

As our biggest internal advocate for brand consistency, I led implementation of these guidelines across email and product marketing and customer experience (CX).

Guidelines were also applied to our revamped homepage and product landing pages.

What I delivered

  • Brand voice guidelines

  • Content templates

  • Content creation and approvals process

Our results

+50% content production speed

+18% customer conversion 

 
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This Saves Lives

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Snack bar company This Saves Lives wanted to create new “Rice Krispie style” products to capitalize on their key demographic of young parents by leveraging this nostalgic and indulgent flavor. TSL takes it a step further by packing a nutritious punch. It was critical that kids would love them, and that parents would love that kids loved them…

My role

Working with our Creative Director, I conceptualized and named 6 new snack bar products. With a magical animal motif and names like “Unicorn Sprinkle Surprise,” it was impossible not to have fun on this project. 

 

What I delivered

  • Product names for new snack bar line

Our results

100% sell through of product launch inventory within 2 weeks

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Gilt City

As a part of luxury brand Gilt Groupe, Gilt City was uniquely positioned in the daily deals space to provide more aspirational, high-end offerings than competitors like Groupon. Our brand partners included the likes of the Guggenheim, Estée Lauder, and many Michelin-starred restaurants.

My role

Managing a pipeline of national and major market clients, I crafted editorial-style copy that balanced each partner’s unique brand voice with our own. Juggling multiple clients on very tight turnarounds, I affectionately refer to this discipline as “flash branding.”

Through this strategic branding, we offered partners access to new customers, and likewise offered our customers access to luxury brands that may ordinarily be just out of reach.

What I delivered

  • 10+ unique 300-word editorials authored daily

Our results

100% sell through of over 70% of product offerings

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Check out more work

Content strategy

Research, plan, execute, measure. Refine. Repeat.

Using methodology to harmonize emotive branding with measurable results.

 

Marketing

The joy of balance, from cheeky B2C to sober B2B.

Striking a cord between consumer desire and business goals.

User experience

Intuitive experiences that drive conversion for business.

On product teams, working with designers and engineers to craft apps where every word, prompt, button, and call to action is intuitive for users and drives conversion.