It all starts with a brand...book.

Define, live, breathe, evolve—consistently, relentlessly. AKA, who are we, and what do we want our customers to think, feel, or do?

 

From pouring through pages of customer data to writing manifestos, creating values to naming conventions, it all starts with understanding who your customer is (or who you want them to be).

 

I've built many brand books including: Amazon (only one shown here) and Value Village/Savers seen here—as well as Hawaiian Airlines, REI, and Eddie Bauer.

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Goal: Make a new home for Amazon's first Private Label Furniture brand launch—Rivet. 

Challenge: Create a distinctive brand that makes customers (a few years into their career) want to buy a better big ticket, no-try-before-you-buy item online.

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Responsibilities:

• Brand strategy and positioning

• Brand voice development

• Brand store content

• Product page copywriting

• Product naming

• Managing a team of four copywriters