Copy
For 15 years, brands like RBC, Telus, and Cineplex have used my writing to create greater engagement, ensure brand continuity, and effectively communicate their messaging to the market.
RBC
“Canada Connects Us”
RBC serves a diverse client base across Canada- from coast to coast to coast. For their brand-focused, large format digital screens, RBC wanted copy that emphasized this diversity.
Located in key branches across the country, copy for these 20 x 20 foot digital billboards needed to be engaging enough to draw the viewer in, but simple enough to suit the physical scale of the medium.
Telus
Telemetrics is changing how businesses manage their fleets. Far from simple vehicle tracking, the TELUS Connected Vehicle portfolio delivers ROI through driver monitoring, vehicle maintenance, and regulatory compliance modules.
Telus required direct response copy for a series of digital banner ads. Copy needed to include several industry keywords while remaining engaging enough to motivate customers to contact Telus regarding their IoT connectivity.
Intel + Cineplex Digital Media
When a consumer stands in front of the Smart Upsell billboard, a camera picks up data inputs that establish their demographic. Targeted messaging is then delivered on-screen based on the consumer’s age and gender.
CDM required 50+ headlines written in 4 voices: Older female, younger female, older male, and younger male. As the writer, my task was to craft copy that read as spontaneous and individuated, and in the distinct tone that would motivate each demo.
This project was executed to be displayed in the Intel booth at the National Retail Federation trade show in NYC.
The Period Purse
The Period Purse is a prominent Canadian charity that provides homeless and at-risk women with free access to menstruation products. Shaping the voice of this brand has been one of the most meaningful experiences of my career.
Shelters report that residents hang the postcards containing my inspirational copy at their bedside (see photo). Copy reads:
Dear Friend,
We hope that you enjoy this purse! We’d like to tell you something:
You mean a lot to the world. You are strong and you are powerful. What you’re going through today does not have to be your “forever”.
We care about you. We believe in you. And we’re rooting for your success!
Sending our love,
The team at The Period Purse