YAHOO BRAND STYLE GUIDE
As head of copy for Yahoo's in-house agency, the Brand Creative Group, I contributed the brand voice and copy-specific portions of this style guide -- and made all the rest of the words and directions throughout sing (or at least have all the periods in the right place). Yahoo's Brand Style Guide was designed to get anyone and everyone who touched the brand up to speed on its new look and feel -- a wide, WIDE diversity of team members, ad agencies, advertising partners and others. It also sought to telegraph Yahoo's unique personality, clarify brand particulars (with regard to design, logo usage, etc.) and keep a whole host of folks honest when implementing the brand across channels, across platforms and across the world. I can't publish the whole thing here 'cause that would be wrong, but I can talk you through my contributions if you like.
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.