Portfolio

Search + Social

The Problem

Search + Social wasn’t formally a company when I met founders, Cass and Drew. The pair were looking for someone to support content fulfilment when we met

The Solution

As a copywriter, I worked on brand development, creating tailored tone of voice strategies for diverse businesses. My work included crafting email, website, and social media copy, as well as managing up to three blogs simultaneously. I handle content calendar planning, blog writing, and editing, ensuring each asset resonates with the target audience. Additionally, I collaborate with SEO specialists to optimize content for maximum reach and visibility.

Example Work

ODILIA

The Problem

ODILIA was a luxury denim brand that came to me with nothing more than a mission statement and a logo. The brand was in desperate need of depth and personality before launch. So, we got to work!

The Solution

During the two years of work with ODILIA, the primary focus was on internal brand documents. We created extensive documents to outline tone of voice and dug deep into market research. My task was to develop a strong brand story including elements of Mexican heritage and the history of fashion while being encased in a luxury denim brand.

Media Produced

  • Website Copy

  • Social Copy & Concepts

  • Email Copy & Concepts

  • Lookbook & more!

CanGap

The Problem

While CanGap has a number of great programs and products, there was little to no brand differentiation between them. So, we worked together to create messaging that would attract the right students to each program.

The Outcome

We created messaging that felt authentic and appropriate for each audience. We saw students come to each program with a clearer understanding of the offering than ever before.

Kitty’s Advertising

The Problem

Kitty’s Advertising was in need of a freelance copywriter when we found each other. The agency needed a writer for a daily sales email for a client.

The Solution

Fortunately, I ended up working with Kitty’s for over a year on all of their client projects as their primary copywriter. The opportunity gave me the chance to sharpen my tone of voice, editing and team work skills.

Brands I worked on:

  • Smash + Tess

  • Jack Health

  • Atoms & more!

Vat19.com

The Problem

Vat19.com is an online retailer expanding into email marketing. Unfortunately, they had no idea where to start.

The Solution

My team of data analysts, writers and designers got to work. After a year working with Vat19.com we were producing a daily email sent to 1 million people. Email sales steadily increased during our year together and the client was happy.

Joelle Design Co.

The Problem

Joelle is a graphic designer based in Canmore, Alberta. While Joelle boasts impressive visual skills, she was having a hard time communicating her business’ story through words.

The Solution

First, we developed a brand voice at the intersection of Joelle’s love of design and the mountains. From there, copy like “Creation refined by adventure” just came naturally. We went on to build her website copy, and provide a bank of go-to social media captions.

VOTO

The Problem

VOTO came to me not sure how to develop a voice which would speak to their consumer base.

The Solution

We started from the ground floor of brand development by developing a tone of voice, an inspiration board and ready-to-use copy. The key for VOTO was to perfectly portray their fun, easygoing nature while still highlighting their commitment to social justice.

My Favourite Lines

  • “Pioneer a new path in consumer engagement”

  • “When generosity and engagement come together, it’s a beautiful thing”

  • “Sprinkle generosity into everyday”