Retail and marketing
Jump to: REI | Zulily | OneNote rebrand
REI
For the Product Content team at REI, I blended gear knowledge and industry perspective (broadened by experience at Outdoor Research) to create copy that's pithy, impactful, and—most of all—true to the language of outdoor-loving souls.
zulily
High-volume copy creation across hardlines, sportswear, and brand features.
OneNote rebrand
I was brought onto the OneNote design team as a rebranding writer. Working in lockstep with visual designers, motion designers, illustrators, and a creative director, I overhauled several elements of the OneNote marketing and in-product experience:
First-run experience in product
Marketing site
App store copy
The challenge? Reframing the value prop of OneNote in a way that conveyed both universality and applicability to every unique creator’s purpose. The OneNote team knew from research that perception of the product was enterprise, office worker, corporate. What the design team and I did was reframe the copy and design in these interfaces (FRE, main product page, and app store) to tell every kind of worker, creator, and note-taker that how they wanted to organize was up to them—after all, it’s their world. OneNote’s the infinite (and infinitely organize-able) canvas supporting it.
