The Client: Rowes Fashion (now Rebecca Rowe)
Deliverables: Brand Strategy/Coaching, Target Audience Personas, Brand Imagery, Website Consultation, Copywriting
The Client: Joel & Jess Photography
Deliverables: Brand Strategy, Identity, Copywriting, Emotive Brand film
Responsible for: Copywriting and Strategy
Context: In 2021, Victoria’s Secret undertook a rebrand, attempting to shake its problematic image and rehabilitate itself from a racist, elitist, transphobic, sexist, toxic male fantasy, and out-of-touch-with-today’s-women lingerie retailer to a body-positive, inclusive, and female-empowering brand.
The slow rollout and piecemeal approach to this change, however, was greeted with understandable skepticism. I think the VS rebrand missed some key strategic insights that could have made all the difference in the success of their rebrand. By choosing to move forward without due diligence, I worry that Victoria’s “new direction” won’t have the authenticity required for this kind of brand pivot to work.
In 2018, competitor, ThirdLove, publicly called out VS and its toxic culture with a full-page NYT Advertisement. But Victoria’s Secret has never properly responded to this public challenge. In the attached ad, I responded for them.
Using the copywriting tactic of Radical Honesty, my goal was to add believability and humanization to their new brand strategy.
Responsible for: Copywriting, persona development, video scriptwriting, video production, editing, and VO work.
Project: An Integrated Marketing Campaign for the Royal Canadian Mint’s annual baby-themed coin gift sets.
Responsible for: Copywriting, strategic brand development, and account management
Context: St. Joes Women’s Centre (SJWC) is a non-profit organization that is dedicated to providing at-risk, marginalized, low-income, or homeless women and their children with a safe space to spend their days.
Project: To generate greater awareness of their work at St. Joe's Women's Centre and increase the profile of their organization, St. Joe’s required a fresh marketing plan, a clarified brand identity, a social media strategy, and a website redesign.
Some of the brands I have made films for include:
Click on the play button below to watch each video.
