Banana Republic
As the Senior Copywriter, I told the brand’s story through in-store, window, packaging, and direct mailer copy. I also set the tone for digital campaigns once I named the products and wrote the content for all packaging and signage. My role was to ensure messaging was consistent across print and digital—resulting in beating benchmarks and increasing revenue.
Fall Campaign Work: Direct Mailer
For our fall product launch, I named the Traveler line and wrote all of its pocket bag and hangtag copy. I carried that language into the season’s foldout direct mailer, which featured a model, surfer, and artist that wears Traveler for all the ways he moves.
To introduce our new washable suits for spring, I was tasked with creating copy for women who are looking to skip the dry cleaners.
In-Store Signs
As other brands are also featured throughout the stores, I wrote signage copy speaking to the inspiration behind each designer’s collection.
One of my all-time favorite projects was to name and write packaging copy for our Men’s Traveler Pants and Jeans. I used language that spoke to the business-class traveler, while building excitement around how each piece delivers much-needed comfort on the go.
This copy was then duplicated and re-worked on digital platforms and print assets, including the season’s store window displays. It became one of our bestselling styles, and the pants (and copy) are still carried in stores today.
Product Naming
I led the copy projects for packaging, meaning that I wrote hangtags, woven labels, and pocket bag copy. This is an example of bringing the inspiration behind the design to the hangtag.
Hangtags
Aside from print, I also work on digital copy projects. I was responsible for reworking the landing page copy to describe the new (and old) scents in our Fragrances and Candles category.
Digital Copy: Category Pages
One task we get as copywriters is to promote products for the transition season. In this case, I worked to make these spring sweaters sound super lightweight and comfortable.
Emails
Emails: Product-Focused & Promo
Every email project was a cohesive partnership between design and marketing teams to develop a strategic approach to all initiatives, using metrics to drive thoughtful content.