For this spring shoot, we wanted an abundance of overgrown flowers, a sexy vibe and an equally chic bungalow that showed off the effortless nature of the loungewear. I scouted the location, put together the team of photographers and models, created the inspirational shot list and styled/directed while on set.
For this shoot, we wanted a modern yet rustic aesthetic to set the scene for this cozy loungewear line. The clothing needed to be the star while the background just added to the look. I scouted the location, the photographer and the model as well as created the inspirational shot list for this shoot. I worked with the photographer to direct the model to achieve the style we were looking for.
This was Lady Lay’s first shoot to launch the loungewear and bathleisure line.
As Co-Founder and Creative Director of the brand, I have my hands in every single aspect of the company including the design, photo shoots, website, marketing, copy and social media. Here you will see the homepage, landing pages and product pages. Check out the full site here
Created compelling stories around each bouquet, concepted national campaigns (billboards, print ads and social activations) and strategized ways to increase brand awareness. Also responsible for website assets and emails.
● Wrote site assets and product descriptions for shopplanetblue.com, promotions andcampaigns.
● Planned social media posts and captions, managed the blog and content team.
● Wrote and edited all copy for fabletics.com (trend shops, site assets, product descriptions), monthly campaigns, monthly lookbooks, 30+ emails per month (both member and lead subscription), print collateral, catalogs, 24 retail stores nationwide and 5+ promotions per month.
● Developed brand voice and helped create company brand book. Responsible for maintaining the voice, ensuring all creative content remains consistent.
● Strategy and concept development across all channels.
● Spearheaded testing of subject lines in order to increase open rate by 4% over a 3-month period.
Wrote the copy for the monthly emails + concepted stories.
Responsible for monthly content planning
Write campaign copy for website, emails, product descriptions
Responsible for writing campaign and sale content for all digital and physical locations including website, emails, SMS and store signage
Created and maintained voice and tone across all channels including digital and retail partners (email, website, product descriptions, paid ads, affiliate copy, SMS, Instagram, store signage, etc.
Concepted monthly stories to create email calendar and cadence
Strategized, performed competitor research and concepted and wrote romance copy for new collection launches
