creative (Copy)

COPYWRITING, COPYEDITING, SOCIAL, ADVERTISING

I have worked on a variety of projects for brands and individuals, specifically for Farm to Feet and York Farm, which have included creative work, such as: creating organic copy for social media, ads, outreach emails, seasonal gift guides, product descriptions, customized customer service responses, and other brand-specific copy; writing and curating individualized narratives with images for advertising use; giving constructive feedback to other groups involved in creation for brand, such as an individualized “guidebook” for all copy created for the brand; designing a one-of-a-kind logo; creating content for a weekly newsletter; revitalizing web presence and maintaining images and copy on website; taking original photographs, in film and in a digital format, for specific brand use; and starting from scratch to create an authentic, consistent brand voice.

I love to work with brands that have purpose, a great story, and a passion for what they do, with a clear understanding of the “voice” they wish to create, but I am comfortable collaborating with a brand in its infancy to cultivate its specific identity. Having both an MFA in Creative Writing, with a focus in poetry, and a BA in Studio Art and English, with a focus on darkroom photography, sets my work apart in its innovation of ideas, meticulous eye for detail and structure, and stylistic, poetic approach to using language and image. I thrive in the creative process, drafting and pushing ideas forward, but also I am deadline-driven, excited and prepared to implement strategies to quickly and effectively create content.

Below is a sampling of the projects I have worked on for Farm to Feet and York Farm, which I believe show a range of my creative work and specifically focus on copywriting for social media. I can’t wait to work with you to make something beautiful together.

Please contact me with any questions or just say hey!

Logo for York Farm

This is an original logo (designed with ink on paper then digitally rendered) created for York Farm, highlighting its “homegrown-ness” with a stylistic portrayal of root vegetables and hand-written text, consistent with the brand’s identity as a local vegetable farm.

Instagram Stories for Farm to Feet

This narrative uses Instagram stories as a vessel for original copy that highlights the concerns of the ideal customer for Farm to Feet, ultimately leading to the last story which is a visual introduction of a new product launched the week the story would run. The copy of these stories lines up with simultaneous Instagram and Facebook posts for that day and the images are consistent with those posted to the grid in a three-week period of time, allowing connections to be made organically between multiple media.

Instagram Post for Farm to Feet

The original copy reads: “Let's talk about grit—the kind that falls into the cracks of your boots and cakes against your socks after a hike on the ridge, but also the strength to keep going when those difficult moments on the trail literally bring you to your knees. Like taking a fall into a freezing cold patch of snow. Or splintering your hand on a tree when you lose your grip. Training outside to meet your goal is sometimes messy, full of dirt, but the point is to be there and embrace those challenges. You've got this!”

Instagram Stories for Farm to Feet

This story was created as another piece of engagement for the week’s posts (see: previous example for the companion post) and uses more direct language to convey the theme of “grit” to Farm to Feet’s potential customers. The stories ultimately end by highlighting a product relevant to the discussion, which gives customers a clear “next-step” action after watching the stories unfold.

Instagram Grid for Farm to Feet

This is an example of two weeks of posts for Farm to Feet, which was curated using their stock images to convey an atmosphere that would target adventure-seekers and those aspiring to spend more time in nature or those part of an outdoors culture, consistent with the brand’s focus on creating high quality performance socks for the outdoor enthusiast.

Portion of a Newsletter for York Farm, Email Version for Subscribers

This is original copy written to introduce “The Field Walk,” a seasonal, weekly newsletter created for York Farm to give subscribers a greater experience of a working vegetable farm. Weekly content included narrative and poetic writing conveying observations from the farm, article round-ups focused on issues relevant to agriculture, and the culture of food and farming, occasional interviews with other area farmers, and vegetable-forward recipes curated from credible online sources.

Portion of a Newsletter for York Farm, Print Version for CSA Members

This is a print-out version of “The Field Walk,” a seasonal, weekly newsletter created for York Farm to give subscribers a greater experience of a working vegetable farm. In this example, the Old Farmer’s Almanac was used as a framework for creating a group of sections, which convey, through poetic narratives, observations from this particular week on the farm, and pair the original copy with supplementary materials, such as quotes from the Almanac and relevant literary pieces.

Original copy reads:

“OBSERVATION

Bottomland, bottom rock, ladle of silt, minnow whistler, quartz cradle, bottom of the barrel, bowl of stones, creek sink, cold captor, grown-up river, bed of sand, blistered plants, sediment grower, deer in the carrots, deer-print bottom, sun-flushed bottom, land of fallen leaves, rust-colored land, land of no shadows, land of washed up wood, highway watcher, power line keeper, cat-yowling bottom, mud-clumped bottom, truck-is-stuck-again bottom, coyote howler, land-trap for aphids, beetle-breeder, green garden fields, cover-cropped bottom, bottom of the mountain, foothills heel, whatever name she is after, I wish the sun would keep glowing over these fields just like that.

FIELD WORK

In the cool morning, you pulled pinches of lemon balm and basil, the light barely touching those fields but in passages through the cedars, working its way over the chinking of the log cabin. Birds, too, that wouldn't touch ground and their constant shuffle shooting that glow like string lights on a long summer evening. As you tucked in the overgrown weeds and cut the wet green leaves, minding a brown spot or two, the day warmed slightly. Your hands also at work in the dancing of the sun. As the shadows began to draw and your hands were full of earth, you kneaded the carrots out of beds, glinting orange. Steps over, the creek was dotted with minnows, shaping their darkness in the soaking silt.”

Instagram Post for Farm to Feet

The original copy reads: “For staying warm this season after a long hike in the snow or sharing stories around the wood stove with friends, The Hampton is perfection. With a festive snowflake pattern and 100% American merino-wool construction, this pair will be the one you're reaching for all winter. Shop all of the color options on our website. Cheers to Thursday ramblings!”

Instagram Story for Farm to Feet, Recurring Weekly

This is a campaign created for Farm to Feet with the goal of spurring conversation and engagement with followers through a consistent, weekly group of stories that features followers who have used the hashtags #farmtofeet or #wornwell or who have tagged @farmtofeet on their posts during that week. #wornwell was created as a way to speak to followers directly and to create a sense of the importance of the wearer of the sock and where in the world the sock is worn.

Selections of a Gift Guide for Farm to Feet

This is original copy written for Farm to Feet for a 2018 holiday season gift guide, which was then advertised on social media and permanently landed on their website in the form of three blog posts. The selections shown here are curated for the “outdoor enthusiast” and highlight Farm to Feet’s line of performance socks, while the other section of the gift guide focused on the brand’s line of everyday socks.