WHO : Joyner Avenue Designs // Lewisburg, WV.

WHAT : Branding direction, site copy, product descriptions

WHY : They wanted a fresh way to connect with their customers.

HOW : I conceptualized the copy to speak to the modern professional woman: classy, busy, with a dash of wanderlust.

Have Purse, Will Travel.

How does she sail through her days?

She believes in lucky stars.

She keeps the wind at her back.

And the solemn code of our free-spirited heroine, whispered down from generations of powder-room rendezvous:

a lady must always be prepared.


Introducing our waxed canvas Cross Body bags. Keep your indispensables at your fingertips.


WHO : Geography Cold Brew // Asheville, NC

WHAT : Branding direction, product taglines

WHY : They wanted to distinguish their bottled cold brew in the sea of specialty coffee products.

HOW : After capitalizing on the world coffee map concept, we identified their customers as trend-setting go-getters.

 Additional tagline for web copy: "Fueling jet-setters, one sip at a time"

WHO : Island Wellness Market // Carolina Beach, NC

WHAT : Flyer copy

WHY : They wanted to encourage school parents to buy their healthy snack boxes.

HOW : I developed copy to leverage two primary decision making factors for the Montessori parents: they were both time-starved and health conscious.