method has always been about purposeful design. But that ethos took on an ever deeper meaning when method partnered with Creative Growth, a non-profit arts center for adults with disabilities based in Oakland, California. As Director of Brand Voice, I developed the partnership messaging and ensured that it was consistently executed across all consumer touchpoints.
method + CREATIVE GROWTH
bareMinerals Stroke of Light
bareMinerals Stroke of Light Illuminating Eye Brightener was a brilliant addition to the brand's portfolio of eye concealers. As the Lead Copywriter, I was responsible for product naming and concept-to-counter messaging. The ultimate in-store goal was to drive awareness and trial of the entire concealer assortment and leverage peak bareMinerals foundation seasonality to link-sell new products.
People Against Dirty®
In 2012, method and Ecover joined forces to become People Against Dirty—two brands under one umbrella with the collective mission to pioneer a cleaner, greener future where doing business means doing good for all. As Director of Brand Voice, my job was to articulate this mission and use the voice to inspire and empower company culture.
introducing the south side soapbox
bareMinerals Active Cell Renewal Night Serum
bareMinerals Active Cell Renewal Night Serum was the brand's first foray into targeted anti-aging treatments, and it was the hero of the entire skincare line. As the Lead Copywriter, I developed messaging for multiple consumer touchpoints—packaging, emails, digital ads, and in-store merchandising, setting the tone for how the product worked with the rest of the skincare portfolio.
Fear No Mess
method enlisted Muhtayzik Hoffer for its clever, colorful and stylishly quirky Fear No Mess campaign. The next step was rolling out the creative and reinforcing the spirit of the campaign on the brand's owned channels. As Director of Brand Voice, I directed the internal copy execution across multiple consumer touchpoints: think retail, emails, coupons, social media, and more.
How do you take a European brand with a rich history and introduce it to American consumers? As Brand Writer, I developed all the copy for the Ecover U.S. website, mapping out the consumer journey and building a cohesive web of product stories for the brand. Read everything at us.ecover.com.
bareMinerals Multi-Wrinkle Repair
bareMinerals Multi-Wrinkle Repair was the brand's breakthrough wrinkle treatment. As the Lead Copywriter, I developed messaging from initial concept and product naming through to launch. I collaborated with product development and global brand partners to achieve desired claims and built a "multi-wrinkle story" that was used on packaging, PR, web, videos, and more.
bareMinerals Multi-Wrinkle Repair
Ecover U.K. was looking to rebrand, with the intention of creating a deeper emotional connection with consumers and driving household penetration. As Director of Brand Voice, I developed a new tone, messaging, and sample creative to illustrate a new direction for the brand. The resulting Brand Inspiration Book and Brand Workbook served as creative guidance for the regional team to execute on.
Known for its stylish, naturally derived cleaning products, method was looking to make a mark in personal care. As Director of Brand Voice, I worked closely with consumer insights, design, business, formulations, and fragrance partners to create the product positioning and sell story. I also developed all the copy—product names, packaging, ISM, eCom, and press booklet—as well as directed messaging for the omnichannel marketing launch.