What an interesting time to be at Yahoo. Under Marissa Mayer (right under, like three clicks down), I was on the forefront of efforts to rebrand the once-trailblazing company for the world and help customers and advertisers alike see Yahoo anew. While we all know where that went, it certainly wasn’t the fault of our world-class Brand Creative team. For my part as Head of Copywriting, I concepted and contributed to B2C and B2B marketing efforts around the launch of editorial channels, original programming, new and innovative advertising tools, and set the tone for the brand voice implemented across all channels and all touchpoints all over the world. Ya-hoo-ooo!
YAHOO COPY STYLE GUIDE
I did this: defined the voice, set the standards, got the buy-in to change things up a bit and communicated this out to Yahoos around the globe. Again, it's not mine to show in full, but I'm happy to talk through what I did here. It's a great piece.
POTTERY BARN THREE-YEAR PLAN
Here are a few of my contributions to this extensive (we're talking ex-ten-sive), incredibly important executive tool shared with board members and highest-level staffers. This doc defined the future for Williams-Sonoma's tent pole brand. I saw to it that their audiences/markets/key demographics were clearly defined.
POTTERY BARN ONLINE "ABOUT US"
POTTERY BARN SEASONAL STYLIST INSPIRATION
Every season, the SVP of Creative and other creative directors needed a book like this; something that succinctly captured in words and pictures, what Pottery Barn wanted, needed to telegraph to their audiences. I took metrics and meetings and picked the brains of The Barn's top design heads and came up with the words that would inform and inspire stylists to pick the right locations, the right props and the right vibe to nail sales for seasons that hadn't happened yet.
WALMART MAINSTAYS BRAND STYLE GUIDE
This is just that, for packaging. I "owned" this brand for Walmart as Copy Manager and set the tone and standards for how this proprietary brand would be telegraphed to their vast American market -- both online and in stores.