Copywriting
Motto by Hilton
I created Motto’s voice and wrote copy to help bring the brand to life. The brand is casual yet convivial - balancing a laid back energy with an inviting personality.
Site copy: We packed thoughtfully efficient spaces with beautiful design and clever comforts like a top-notch mattress, curated sleep kit, and sound absorbing materials that deliver a quality sleep every time.
Social copy: The neighborhoods you like in cities that can’t be beat. We’ll meet you there, there — or even there, sooner than you think
Bacardi’s Plume & Petal
For Plume & Petal, I created the naming structure for each variant: a key ingredient followed by a transitive verb that evokes water for an active and refreshing feeling:
Cucumber Splash
Peach Wave
Lemon Drift
After establishing the brand’s lush tone of voice, I wrote front label copy including “a delicate burst of natural flavors” and back label copy:
Plume & Petal Cucumber Splash is infused with natural and refreshing flavors that open up like a crisp, cool breeze. For time savored, not spent, Plume & Petal is a 20% ABV premium, gluten-free vodka infused with delicate fruits, botanicals, and flavors with just a hint of honey.
Gather often, savor responsibly.
Visual
Strategy
Visual strategy can be under-appreciated, but it’s just as important as any part of the brand experience. Colors, textures, typography, and photography all make a tremendous impact on how a consumer feels, as well as how a brand is read, understood, and connected to.
I sharpened my eye as a photo editor and student of film. Below are just a few examples of that work, work that directly informs what I do today.
Above: Portraits of achievement sourced and commissioned for the Time 100 by Ian Allen, Peter Hapak, and Sebastian Kim.
Below: Images commissioned to show the English countryside in a new light by Ken Kochey for Departures.
Following: Still life commissioned to capture the creative spirit of startup Quirky by Andrew B. Myers for Time.
