"Gingermop" is one of my nicknames (it's Scottish slang for redhead). Redheads tend to stand out in a crowd, and my goal is to create work that stands out, too. Whether it's website copy, a blog post, an annual report, or a digital ad, it's all about finding the story behind the brand, and telling that story in a fresh and compelling way. I love storytelling – maybe it's a Celtic thing.
As an editorial producer for this travel insurance brand, I commissioned, edited, and wrote content for the Explore, Travel Wiser, Travel Safety, and Responsible Travel sections of the site. I also produced destination guides, itineraries, and social media posts, and wrote videos, digital ads, emails, and other marketing materials.
Founded by World Nomads in 2005, the Footprints Network allows customers to give a small donation to one of several charitable causes when they buy a travel insurance policy. I helped manage the projects and created website and social media content to support the program.
Annual Report/Fundraising Brochure
Agency: Taproot Foundation
Filmmakers and advocates, Habitat Media creates documentaries that explore social and environmental issues – however, lack of funds kept holding up production. This annual report helped raise awareness about the organization’s award-winning work and future projects.
Catalog
This adventure travel company has been around for 40 years, and were pioneers in many areas of the industry. The goal of this catalog was to highlight MTS’ unparalleled experience as well as showcase the trips for the upcoming season. In addition to highlights and overview copy, I also edited the itineraries to fit a strict word count.
If it doesn't melt asbestos, chiliheads won't bother. This campaign assures them they won't be disappointed.
Brochure
Agency: Voicebox Creative
This brochure introduced the wine brand to merchants and distributors. The branding centered around the "spirit of mañana," evoking a Spanish plaza where old friends and new faces gather, and everyday events are cause for celebration.
“Peanuts”
Agency: J. Walter Thompson
To point out the highly rated safety features of the Ford Windstar, this commercial shows moms taking safety precautions to the extreme.
Catalog
This adventure travel company has been around for 40 years, and were pioneers in many areas of the industry. As with the 2013 catalog, the goal here was to show the company's breadth of experience and showcase the trips for the upcoming season. In addition to highlights and overview copy, I also edited the itineraries to fit a strict word count.
Esurance was a major sponsor of the 2014 South Beach Wine & Food Festival. I was lead writer on the project.
The second component of the promotion was the Esurance SavorBand, a piece of wearable tech that allowed SOBEWFF guests to digitally capture their festival experience. By tapping their wristband at special readers around the Esurance North Venue events, guests could save a record of what they’d just tasted, along with recipes and special offers from that vendor. They could then log into their personal website to see all the items they’d tapped.
VIEW THE FIRST COMPONENT
VIEW THE THIRD COMPONENT
Magazine Ad
Client: Nagy Design
Highlighting the winery's long history and iconic architecture, this trade ad reminded industry professionals that Sterling Vineyards is a force to be reckoned with.
Esurance was a major sponsor of the 2014 South Beach Wine & Food Festival. I was lead writer on the project.
The first component of the promotion was the "Digital Dinner Party" contest. To generate excitement about the festival, we asked participants to create a Pinterest board illustrating their ultimate dinner party. The winner received a trip to SOBEWFF in Miami. We promoted the contest on Facebook, Twitter, and the Esurance website and newsletter.
Esurance was a major sponsor of the 2014 South Beach Wine & Food Festival. I was lead writer on the project.
The third component of the promotion was our presence at the Grand Tasting Village. At our tent , we encouraged guests to share their festival experience on Instagram using the hashtag #ShareSOBE. Doing so automatically entered them into a daily prize giveaway.
