"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 banner 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. The goal was to inspire adventurous, meaningful travel and help our customers travel with confidence. 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.
To commemorate the 20th anniversary of Footprints in January 2025, I created a video, infographic, case studies, and social posts highlighting our positive impact over the years.
VISIT FOOTPRINTS WEBSITE
VISIT ANNIVERSARY PAGE
WATCH VIDEO
VIEW SOCIAL MEDIA
Esurance was a major sponsor of the 2014 South Beach Wine & Food Festival. I was lead writer on the project, which had three main components.
“DIGITAL DINNER PARTY” CONTEST
To generate excitement about SOBEWFF, we asked participants to create a Pinterest board illustrating their ultimate dinner party. The winner received a trip to the festival in Miami. We promoted the contest on Facebook, Twitter, and the Esurance website and newsletter.
ESURANCE SAVORBAND
The SavorBand was a piece of wearable tech that allowed SOBEWFF guests to digitally capture their festival experience. A banner on the SOBEWFF site introduced the idea to festival guests.
Brand ambassadors at the events passed out the SavorBands. Their T-shirts featured simple icons explaining how to use the band.
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.
Guests could then log into their personal website to see all the items they’d tapped.
GRAND TASTING VILLAGE
At our tent at the Grand Tasting Village, we encouraged guests to share their festival experience on Instagram using the hashtag #ShareSOBE. Doing so automatically entered them into a daily prize giveaway. Our tent also featured two “dream kitchen” photo booths and a Wi-fi charging station. Lastly, we had a full-page print ad in the Grand Tasting Village program.
Agency: Singlebound Creative
When Canada’s leading men’s clothing retailer wanted to update their brand, we freshened their site with a casual but sophisticated look and feel. I kept the copy short and punchy, and provided some style guidance that helped put customers at ease.
