Copywriting & Brand Strategy services in the Luxury Real Estate, Hospitality and CPG space. Based in Los Angeles.
(I’ve never missed a Wordle)
Intro
I’m a professional writer with a brand strategy background and Master’s education. I have worked on the agency-side of the business for over the last ten years. Shown herein is just a bit of my work over the years.
(02 - 04)
Work
From ideation to execution, I collaborate closely with my clients to create work I’m proud of. Whether it's refreshing a Fortune 500 brand or launching a new-to-world product, I relish the challenge and creativity involved. I engage in all aspects of the process, including naming, brand positioning, package design, visual identity, copywriting, and advertisements. Over the past decade, I’ve discovered that the key to outstanding work is a strong Brand DNA. Solid strategy, compelling copy, and striking imagery combine to evoke a feeling. From there, anything is possible.
About
All images on this site are property of the respective artist.
Current & Previous Clients
Renzo Piano Design Workshop
AB InBev
Ian Schrager Hotels
Tado Ando
565 Broome St.
Responsibility: Copywriting & Production Management
For Soho, a district so closely identified with 19th and 20th century cast-iron architecture, 565 Broome Street, designed by the acclaimed architect Renzo Piano, will introduce an elegant 21st century inflection onto the neighborhood. Positioned on the western edge of Soho, the building will establish a new residential benchmark in one of New York’s most iconic neighborhoods. Once a haven for a generation of modern artists, Soho has become a center not only for arts, but also for retail, dining, and, with the transformation of the Hudson riverfront, out- door recreation. 565 Broome Street marks a culmination in that neighborhood evolution, providing easy access to all of those amenities, even as it serves as a quiet retreat amidst the neighborhood bustle.
Responsibility: Copywriting
Baccarat Hotel
When describing 152 Elizabeth, Tadao Ando felt that along with embracing Manhattan, it was a paramount for the building to create a sort of sanctuary apart from it. According to Ando, “A home has to be a place where you can reflect on your life. This project is about that. When you come home, 152 Elizabeth should give a quiet feeling. I have to make something that touches human hearts and leaves a feeling inside of them”.
Tadao Ando has a special talent for creating spaces that embrace modernity while remaining rooted in Japanese tradition. This is most evident in his residences in urban environments. From his 1976 Row House in Osaka’s Sumiyoshi ward to his 2003 4×4 House on the outskirts of Kobe, his buildings—made of his signature thick-concrete walls—connect to both the rhythms of nature and the cacophony of city life. Ando is a master of this balancing act.
152 Elizabeth St.
Photography ©Dean Kaufman
Marketing Floor Plan
Example: 152 Elizabeth St. brand book
Responsibility: Copywriting & Production Management
Responsibility: Copywriting & Project Management
70 Vestry St.
70 Vestry brings TriBeCa to the river. Robust in scale yet elegant in its attention to detail; from the Beaumaniere Limestone to the painstakingly thoughtful interiors from Daniel Romualdez, 70 Vestry announced itself as TriBeCa’s last great site.
The brand called strongly on heraldry and austerity which is reflected in the structure itself. Calling on four key elements from the surrounding neighborhood: the park, the water, the structure, and turn-key living; the brand came to life.
Renderings by The Boundary
A reimagining of an American Icon. Drawing on 140 years of classic American Heritage in anticipation of a leading partnership for the two biggest soccer leagues in the world, the English Premier League and La Liga, we dug deep into the brand DNA of this iconoclastic brand.
Every element was reconsidered for this brand package re-fresh. The new identity is steadfast in its application to its roots further reinforcing its current status as the King of premium lagers.
BUDWEISER
Responsibility: Brand Strategy
Responsibility: Producer & Project Manager
Gramercy Park Hotel
Responsibility: Copywriting & Project Management
