T-Mobile prides itself on being a big corporation that doesn’t act like one, continuing to identify as the “Un-carrier”—approachable, straightforward, and always keeping the customer’s interests in focus. As the company went from underdog to pushing for the top spot in the industry, content optimization became imperative, and the brand got more sophisticated. Site and featured product copy is benefit and offer-driven, while social copy leaves room for fun and optimism.

Starbucks Reserve is meticulously sourced small- and micro-lot coffee. Each lot is roasted in a Starbucks Reserve Roastery and shipped to stores around the world. Quantities are limited and no two coffees are ever the same. Storytelling abounds in the Roasteries, Stores, and Bars. Copy for the highly curated and high-end products, experiences, and spaces toes the line between friendly approachability and expertise, speaking to both the brand-curious and the educated connoisseur. 

Princi is an iconic Milanese bakery expanding its reach into America. Its initial footholds were in Starbucks Reserve Roasteries and stores. The first stand-alone store, located in Seattle, offered unique brand storytelling opportunities: a wall of “Princi-isms” coasters gives customers a vibrant, sharable education in Italian food, drink, and lifestyle, while Rocco Princi’s own story is now a tearaway souvenir (the copy is also engraved on a bronze plaque beneath). The brand is finding its creative north star, balancing revered tradition with punchy whimsy.

Teavana is luxury-level tea made fun and approachable. The Fall '17 campaign concept (Back to Cool) was in place when I came on, and the challenge was to speak to both iced and hot beverages in this transitional season (and to not give pumpkin all the glory). The Teavana voice is young, inspirational, and always delivered with a wink.

Starbucks Creative Studio ensures visibility in Seattle’s advertising scene by bringing work out of stores and into the community through participation in events like the School of Visual Concepts’ annual Steamroller Smackdown. The 2018 theme was “Linking Seattle’s History,” and I wrote the artists’ statement for Starbucks’ entry, “Lights On.”

At Tommy Bahama, copy always reflects the mottos "Relax in Style" and "Make Life One Long Weekend." For the last few years, the company has been positioning to firmly establish itself as the definitive lifestyle brand. The Live the Island Life Spring '17 mailer (132 pages and the largest in company history) was designed to catapult TB toward that end goal. As lead writer on the book, the challenge was to define the brand as the lifestyle leader with familiar warmth and a new authority.

Using the inspiration "Better Connected," Hydrogen pitched several campaigns for MultiCare Health System. Challenging the perception that healthcare lacks an empathetic, human connection and a realistic outlook, we created the "Better Connected to the Truth" campaign, communicating that MultiCare is ready to tackle the reality of healthcare for all of us.

Kenworth Trucks tasked Hydrogen with crafting a campaign that spoke to its enduring reputation as both a leader and aspirational brand in its field.

Wedding planner Beth Dalton asked me to name her business. She wanted a name that would convey complete personalization, and give prospective clients a sense of reassuring confidence for their destination weddings.

In my role as Advancement Intern at SPT, I re-launched the theater's long-dormant Twitter feed. Over the next month, @SPTlive's followers increased by 14%.