Sweetflag: Strategy, Messaging, Naming, Copy

Sweetflag is an online retailer with a distinctly feminine ethos, specializing in products for a 'lifted lifestyle.' I helped position Sweetflag within the burgeoning market of #girlswhosmoke by identifying their core values, key messaging, and cultivating a friendly, relaxed vibe in marketing communications and select product copy.

Site design by Jodie. Photography by Alyssa Robb. Creative Direction by Lydia Okrent.

"When you wanna hit the high note, toot on this tiny saxophone-shaped pipe."

"Appreciate time in the abstract with the poetic Bubble Glass. This whimsical "hour" glass will ease your anxiety as you watch minutes melt away into a cascade of bubbles."

MoMA Design Store: E-commerce Messaging Strategy

I worked with the Museum of Modern Art's Design Store to surface and clarify its unique perspective on design, and to help express what sets its product offering apart from other retailers. 

Together, we also developed a set of criteria that buyers for MoMA's Design Store can measure every potential new product against. This filtration protocol ensures a diverse, high-quality product selection that is informed by MoMA's 80+ years of design scholarship and advocacy.