CARBON38
Senior Copywriter

Sole copywriter for Carbon38 during the brand's voice evolution from peppy activewear to a quieter, more considered Carbon38 2.0. I owned the full surface of the brand's writing — campaigns, marketing emails, paid media, site copy, social, SMS — and worked closely with the creative team to develop and steward the new voice across every customer touchpoint without alienating the existing audience.

Selected work below includes the brand campaigns At Our Core, built to publicize the brand's ambassador program, and the BCRF campaign for the brand's collaboration with the Breast Cancer Research Foundation — both projects I concepted and wrote end-to-end.

brand campaigns

marketing emails

product descriptions

ADIDAS BY STELLA MCCARTNEY.

TOTE BAG.

“The Tote from adidas by Stella McCartney is an oversized weekend bag with a low-profile front pocket and zippered top closure. Made from lightweight recycled fabric that’s rollable, foldable, and easy to stash.”

LESET. WIDE LEG PANTS.

“Made in Los Angeles from Italian yarn, the Zoe Wide Leg Pant is a roomy trouser done in a luxurious cashmere-wool blend. These full-length bottoms feature a slim, elasticized waistband and ribbed trim along the hem.”

ORIBE. ROOT TOUCH-UP SPRAY.

“Revive your locks without the blowout. Made with microfine pigments that blend seamlessly with your hair color, The Airbrush Root Touch-Up Spray covers greys and brightens highlights between appointments. The fast-drying powder is formulated with rice starch to absorb oil and instantly refresh your strands without weighing them down.”