Rust Belt Nation
Background: An apparel company rooted in Camden, NJ, RBN’s brand is an ode to the resilient, hard-working communities of the long forgotten Rust Belt. Designed and finished in the USA, with US made materials, the heart of the brand is about showcasing their community’s culture and pride.
Problem:
RBN just didn’t have a strong brand voice at the time. Their site copy felt generic and in need of personality.
Solution:
Identify the prime characteristics of the brand (rugged; aspirational; proud; humble) and create the RBN brand personality that best conveys the brands mission and cultivates a community with its audience base.
Pair Eyewear
Background: Pair Eyewear is a customizable glasses brand that lets you swap various magnetic “Top Frames” on your “Base Pair” of prescription/non-Rx glasses or sunglasses. New Top Frame collections launch weekly & often collaborate with various brands.
Problem:
As a relatively new brand in the tech startup space, Pair was looking for copywriter to help with a total brand refresh. Their messaging lacked the spunk and vivacity that the brand emits and often leaned toward the technical.
Solution:
Crafting clever-and-cute copy that highlights the fun, aspirational, and not-so-stereotypically nerdy essence of the brand, while communicating its UVP: as many pairs of glasses as you want!
The total brand refresh included tweaking all messaging from home pages, about pages, referral pop ups and more!
Pair Eyewear is known for collaborating with various brands and orgs when it comes to new Top Frames collection launches.
Problem: During their collab with the “Born This Way Foundation”, we were directed to veer away from Lady Gaga’s name brand and keep the focus on mental health and philanthropy.
Solution: Crafting copy that promotes the collaborators values and informs Pair’s audience not only of the brand’s philanthropic focus…but that they’re a part of it too!
Nanit
Background: As a Smart Baby Monitor, Nanit wanted to avoid sounding too tech-y… while straying from the cliché “mushy gushy” tone we find in the baby space. Their aim was authenticity, vulnerability, and a cozy, atmospheric vibe.
Solution: Crafting copy that conveys the brands core message: a baby monitor made by real parents for real parents.
Check out the landing pages I wrote plus a few drafts of some copy docs for a BTS scoop!
ECHO NEW YORK
Local Businesses
Problem: These local businesses and freelance artists had websites… and thats it. They didn’t know how to create traffic, generate clicks, or invite audiences in.
Solution: Get specific about each businesses’s unique selling points, personality, working-style, and values… and imbue that in their landing pages with authenticity, personality, and warmth.
