Tri-Lox: Strategy, Messaging, Copywriting, Naming, Research

This Brooklyn design-build studio is expanding into new markets and sought my help with a brand refresh and copy for its new site. Founded in 2009 by three designers with a passion for sustainability, Tri-Lox had grown from a custom fabrication workshop into a vertically-integrated millworks producing standardized, reclaimed wood products scaled for residential developers and retail rollout. I developed a strategy and messaging program that speaks to an intimate, materials-driven design process, while showcasing a capability for sustainable design at volume. Featured project narratives exemplify Tri-Lox's holistic approach to design. Product descriptions reveal the authentic origin stories that enrich each collection, material, and finish.

This extensive project included stakeholder interviews, a competitor audit, development of a brand strategy and brand voice guidelines, comprehensive copywriting, and product naming.

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."

S9 Architecture: Messaging Strategy, Copywriting, Research

S9 Architecture is a new, New York-based practice with a host of high profile projects already under its belt–including The New York Wheel and Industry City.

I work with S9 Architecture to establish the firm's distinct point of view within the industry by sharing the stories behind its design projects. Short narratives place the projects within a larger urban context and highlight materials, inspiration, process and impact.

The New York Wheel, Staten Island

Dock 72 at the Brooklyn Navy Yard

Industry City, Sunset Park, Brooklyn

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.

The Mill: Copywriting, Editing

The Mill–the creative content studio for the motion graphics industry–was undergoing a brand refresh, and with it came the opportunity to re-position its chief asset: the talent pool. This diverse staff of artists, number crunchers, producers, and technical wizards are the elves that keep The Mill churning out great content, in offices all over the globe. 

Working with my compadre Kyle, the team over at Kylebc, I established an internal bio format and guidelines that allowed staff to narrativize their skills and experience. The guidelines also sought to establish consistency in tone, length, and format for employees regardless of whether they were in creative or client services, production, or finance.