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Make-A-Wish North Texas brochure
Concept and copy. Click thumbnail to see the full brochure.
Onclave Secure IoT sales brochure
Scroll to see entire brochure.
Cingular recruitment ads
Copy:
Get Paid To Be You.
At Cingular, we've learned that the true benefit of diversity in hiring is success. Because the more unique individuals we have on our team, the better we're equipped to understand the people we serve.
So when you're ready to join a team that's looking for someone exactly like you, call Cingular.
So when you're ready to join a team that's looking for someone exactly like you, call Cingular.
Copy:
We Don't Embrace Diversity
because we have to.
We do it because we believe in it.
At Cingular, "diversity in hiring" has more to do with our basic business philosophy than with quotas or regulations. We look to hire people with different backgrounds because they have different personal experiences. Different skill sets. And, most importantly, different viewpoints.
The more diverse we are, the more clearly we can understand the world, our customers and their needs. And that makes "diversity in hiring" one very solid business decision.
We do it because we believe in it.
At Cingular, "diversity in hiring" has more to do with our basic business philosophy than with quotas or regulations. We look to hire people with different backgrounds because they have different personal experiences. Different skill sets. And, most importantly, different viewpoints.
The more diverse we are, the more clearly we can understand the world, our customers and their needs. And that makes "diversity in hiring" one very solid business decision.
Cingular vendor ad
Copy:
You Have A Unique Way Of Looking At Things.
And that's exactly what we're looking for at Cingular. With you as a vendor, we could begin to see our customers from a new perspective--yours. And that might just lead us to creating the products and services that fit them better than ever.
Partner with the company that appreciates your unique viewpoint. Partner with Cingular.
Partner with the company that appreciates your unique viewpoint. Partner with Cingular.
JCPenney adcepts
The following broad advertising concepts —“adcepts”—were created for a presentation to client JCPenney as part of a promotional pitch. There are two samples each of five categories: Jewelry/watches, women's footwear, patio/outdoor furnishings, beauty, and cookware/appliances. The intent was to show a potential client that we weren't just a rebate company, but that we were also savvy marketers who knew how to turn a phrase.
American Airlines Admirals Club promotional pass
This single-fold insert was sent to high-tier members of American's AAdvantage® frequent flier program along with their monthly statement and newsletter. I always had to write multiple versions of collateral pieces like this one; there was usually a base version that went to regular AAdvantage members, then a version for each of the four elite tiers.
Writing versioned copy requires the writer to know how each target audience differs beyond the superficial. It also requires knowledge of what types of data the client collects and what can be accessed. With that information, I'm able to create additional copy versions as I write because I'll notice subtle differences between targets.
This is just one reason why it pays to flood your writer with information on an ongoing basis. The more deeply they understand your product or service, your data mining capabilities and your target audience, the more strategic thought they can put into creating your message.
Click image to open a copy file.
Writing versioned copy requires the writer to know how each target audience differs beyond the superficial. It also requires knowledge of what types of data the client collects and what can be accessed. With that information, I'm able to create additional copy versions as I write because I'll notice subtle differences between targets.
This is just one reason why it pays to flood your writer with information on an ongoing basis. The more deeply they understand your product or service, your data mining capabilities and your target audience, the more strategic thought they can put into creating your message.
Click image to open a copy file.
Unique real estate agent listing
I've been doing occasional work for Real Estate Agent Angela Downes for years. She has one of the most brilliant creative minds I've ever come across, with a knack for seeing things differently, and she loves thinking up new ways to market properties.
For this listing, Angela wrote an initial description that was inspired, and she received a ton of great feedback on it. So of course, she wanted to follow it up with something equally intriguing, but with a different feel. The first ad had a retro, laid-back, jazzy vibe to it. This time around, she wanted to add some new energy.
Her original inspiration for the follow-up was the Billy Joel song "She's a Modern Woman." She tossed that idea my way, then followed up with an email that also made reference to Tom Jones' classic "She's a Lady." I took the latter and ran with it, drawing inspiration from Angela's original ad.
Below are the original email version that was sent to agents, and the longer version I wrote for Angela to place in the MLS listing.
Click to enlarge the email.
For this listing, Angela wrote an initial description that was inspired, and she received a ton of great feedback on it. So of course, she wanted to follow it up with something equally intriguing, but with a different feel. The first ad had a retro, laid-back, jazzy vibe to it. This time around, she wanted to add some new energy.
Her original inspiration for the follow-up was the Billy Joel song "She's a Modern Woman." She tossed that idea my way, then followed up with an email that also made reference to Tom Jones' classic "She's a Lady." I took the latter and ran with it, drawing inspiration from Angela's original ad.
Below are the original email version that was sent to agents, and the longer version I wrote for Angela to place in the MLS listing.
Click to enlarge the email.
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Noesis postcards
I created this first postcard to send to brides who had visited the Dallas Bridal Show. The front offers a selection of my designs and features the web address. The back featured a screened-back image of one of my necklace designs encircling the headline, "On the most extraordinary day of your life, shouldn't every detail be equally extraordinary?"
Body copy was simple and direct:
"One-of-a-kind & limited-edition pieces. Wholesale & commission. For information, visit www.noesisboutique.com or call 817.000.0000."
At the bottom is a standard copyright notice.
Click thumbnails to enlarge.
Body copy was simple and direct:
"One-of-a-kind & limited-edition pieces. Wholesale & commission. For information, visit www.noesisboutique.com or call 817.000.0000."
At the bottom is a standard copyright notice.
Click thumbnails to enlarge.
 Postcard front; photography, retouching, product creation, postcard design (and model!) |
 Postcard back; copy, layout, design |
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I created an alternate version of the card for use as a follow-up mailing to brides. This version read as follows:
HEAD: Your love is one of a kind. SUBHEAD: Choose accessories that live up to the occasion. BODY COPY: Being a breathtaking bride involves more than choosing the right dress. It requires the perfect accessories. That's why Noesis offers one-of-a-kind and limited-edition jewelry and hair accessories, each created from an inspired combination of vintage and contemporary elements. Large web address served as the call to action; standard copyright notice at bottom. |
Click to enlarge
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The next postcard pairing focused a little less on the website and more on the product variety, featuring more product images and also focusing on jewelry. Bridal shops typically have longstanding accounts with veil and headpiece companies, so I opted to focus more on the jewelry, as that was more likely to be a needed item in shops.
The headline on the back read "No two brides should ever look alike," followed by, "That's why Noesis offers one-of-a-kind and limited-edition jewelry and hair accessories, created from an inspired combination of vintage and contemporary elements." The ensuing call to action focused on the phone number over the website (although I did offer an easily discoverable wholesale page on the site in the event that a store owner decided to start there). Again, a standard copyright notice appears at the bottom.
Click to enlarge.
The headline on the back read "No two brides should ever look alike," followed by, "That's why Noesis offers one-of-a-kind and limited-edition jewelry and hair accessories, created from an inspired combination of vintage and contemporary elements." The ensuing call to action focused on the phone number over the website (although I did offer an easily discoverable wholesale page on the site in the event that a store owner decided to start there). Again, a standard copyright notice appears at the bottom.
Click to enlarge.
 Postcard front; photography, retouching, product creation, layout |
 Postcard back; copy and layout |
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Follow-up mailing to bridal boutiques. Click to enlarge. |
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Print ad for Texas Instruments, concept and copy
Texas Instruments was not one of my clients at the time, but I was tapped to work on this ad because the team on the account was missing a writer. This was a whole new industry for me to tackle. The target was electrical engineers, and what we were selling was the combination of TI Logic purchased through Arrow. The ad appeared in a trade publication.
The concept—a smile created using different sizes of images of actual logic chips—was intended to grab attention
The concept—a smile created using different sizes of images of actual logic chips—was intended to grab attention
Body Copy:
Great logic, great pricing and great service--who wouldn't smile at that? After all, Arrow offers immediate availability of the full line of quality TI Logic parts--everything from TTL to AUC and more--at truly competitive prices. We back this extensive product offering with unmatched supply-chain services and knowledgeable, experienced sales teams. Arrow and TI are names you can trust. And together, we bring unparalleled expertise to the industry.
Experience the benefits of buying TI Logic from Arrow for yourself. Simply visit www.arrow.com/logic or call 1-800-777-2776. We know you'll be pleased.
Great logic, great pricing and great service--who wouldn't smile at that? After all, Arrow offers immediate availability of the full line of quality TI Logic parts--everything from TTL to AUC and more--at truly competitive prices. We back this extensive product offering with unmatched supply-chain services and knowledgeable, experienced sales teams. Arrow and TI are names you can trust. And together, we bring unparalleled expertise to the industry.
Experience the benefits of buying TI Logic from Arrow for yourself. Simply visit www.arrow.com/logic or call 1-800-777-2776. We know you'll be pleased.
ChienChic promotional kit targeting potential wholesale customers
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 Promotional package for dog jewelry company. Outer box in logo color with a cover letter on the front. Inside was a mounted product sample with a tag that included product name and description. A catalog of designs was also included in the box. |
The letter for the promo kits was a template that was customized for each shop. For one store, however, I created a custom version of the letter. The store was called Fetch, and the site featured a blog “written” by the owner’s dog, Ali. I decided to write the letter to Ali; the paragraph about ice cream was written in reference to a particular blog post.
Read the letter to Ali.
View additional ChienChic brand elements.
Read the letter to Ali.
View additional ChienChic brand elements.
Spec ad for the Dallas Convention & Visitors Bureau
Ad was created for a competition. Concept, copy and layout.
Texas Tourism banner ad & website content
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