My role : copywriting • animation
La-Z-Boy offers a free in-home design service to help with designing rooms for your home. To help make this process seem less overwhelming, we created a landing page that explains the process. A seemingly spring-loaded drop-down menu allows the user to receive as much or as little information as desired while interacting with the La-Z-Boy site. An animated video was created to demonstrate how the site will function.
My role : concept • copywriting • design • animation
Starting with a mood board on Pinterest, we identified trends and beliefs of millennials within an urban setting. Various applications including digital and environmental executions, offer a comprehensive approach to the launch of Urban Attitudes, a design-focused furniture collection from La-Z-Boy.
My role : concept • copywriting • design
To introduce the latest segment into the recliner market, La-Z-Boy first had to sell its dealers on the XZIPIT recliner. Featuring an interchangeable logo panel, one could “zip in” their favorite team logo for game day and “zip out” the logo to return the recliner to normal living conditions. This business-to-business brochure ensured that sales of this recliner would be a game changer for recliner sales. It introduced the functionality of the recliner, the team logos available, how to display it within a retail setting, advertising support materials and suggestions for how to demonstrate the recliner on the sales floor.
My role : copywriting • mobile app design
The client asked us, How can we make our pizza app even more user friendly for lovers of Hungry Howie’s Pizza? The answer was to make Howie, the company’s mascot, part of the ordering experience. Howie greets returning users of the app, then uses catchy phrases while your pizza is in the ordering process.
When people ask what I do, I try to simplify it by saying, “I’m a graphic designer,” or “I’m a copywriter.
Officially, I’m a writer, a designer, and a brand story teller. What can I say? These days, creators have to wear many hats.
But really... I’d like to say, “I tell stories using words and pictures. Which really means I create with the idea of being understood. Which really means I create love stories. Love stories about a product or a brand. I love telling stories with writing, typography, mood and images that make you feel something.
To be honest, I’m still waiting to tell my best love story. And that’s where you come in. I’m quite positive I can tell that perfect love story with you and your marketing team. The best stories come from shared experiences that help you relate to your lead character — your product, or service. At the end of the day, my key passion is to make a difference with you and your clients, by telling their best story.
My role : copywriting • design
Retro Supply Co. sells distressed backgrounds, vintage fonts and distressing tools for illustrators and graphic designers. I developed this step-by-step tutorial to guide the user in achieving a distressed look with a product from their online store. Vectorfuzz allows for varying spattering effects to be created using the pen tool in Adobe Illustrator.
My role : concept • copywriting • design
Starting with a mood board, we offered the idea that spills happen, but iClean (an optional fabric protection available for purchase), can keep your furniture looking great, no matter what life throws your way. Video storyboards were created to feature animation as to how the system works to prevent stains.
My role : concept • copywriting • design
We were amazed at how much could be accomplished with the aid of Social Media. We used Facebook to announce a bowling fundraiser for Juliette Peace, who has Rett Syndrome. The event was kept top of mind by thanking sponsors as we acquired them. We created a sponsor package that outlined the event, along with flyers, posters and tickets. This also brought much attention and awareness to a rare disorder that affects mostly girls.
My role : environmental trade show design
It's the La-Z-Boy Design Dash!
7 design bloggers had one intense day to create their own space using La-Z-Boy furniture. The public then had the opportunity to vote for their favorite room online and a chance to win $10,000 worth of La-Z-Boy furniture. The winning designer also received a check for $10,000.
Follow-up to these two videos were spaces created at the High Point furniture market. These 3 retail window-type displays captured the basic idea of the event, with the videos playing on TV monitors.
These videos are currently on display at all La-Z-Boy retail stores.
My role : copywriting • design • animation
I created these campaign elements to demonstrate a comprehensive scope for print and digital applications. The campaign name and product can be customized, as needed, for adaptation into future concepts. The animations are digital banner ad examples.
My role : concept • copywriting • design
"Reach Your Jeep Potential" reaches out to an environmentally conscious, next-generation of Jeep enthusiasts. Kids approaching college age or established collegiate students can submit creative concepts via a website. They have the option to create a graphic poster, write an essay, or use photography to answer one of the many prompts to help them to express how the Jeep brand would let them fulfill their "Jeep potential." The vehicle for this creative can be executed within the retail arena, trade shows or interactive displays.
My role : corporate motivational concept
5 tenets were generated for La-Z-Boy personnel to hold onto while creating an outstanding product for the consumer. Banners were hung individually throughout the warehouses and headquarters as corporate mantras. A host of other materials were created to feature the brand mission, inspiring all employees to take pride in what they craft.
Additionally, employees used a voting system internally, to nominate fellow workers who exemplified one, or all five tenets.
My role : copywriting • environmental design
An update was needed on the retail sales floor to feature the long-standing history of La-Z-Boy comfort. Several solutions were offered, showing visually, how La-Z-Boy began in a family garage, the aspect of continued furniture design throughout the decades, and the dedication behind the scenes, that continues today.
My role : corporate motivational concept
Continuing to improve the customer experience is more than just transactions at the cash register. Customer loyalty impacts sales. This animated Powerpoint presentation takes La-Z-Boy employees through a comparative history and shows competitor’s effects on the customer. La-Z-Boy’s goal is to have their employees leave a lasting impact while they “build something amazing!”
My role : copywriting
4 different conceptual video scripts were written to mimic Kelly Edward’s key phrases and speaking language that she uses to connect with her audience. In this case, Kelly is highlighting the benefits of ComfortCore GEL technology, an upgrade to add additional comfort to La-Z-Boy cushions. Various elements from the scripts became a hybrid approach to the final dialogue.
My role : copywriting • design • animation
The following storyboard frames show the process of planning that I typically shared with the client, approving all messaging before animation began.
I spearheaded efforts to create an ongoing banner ad campaign to promote La-Z-Boy Home Furnishings on a weekly basis.
This particular campaign resulted in a very needy family winning a lease on a new Ford vehicle, allowing them to go on a much needed vacation.
My role : editorial writing
The following is an article about the benefits of using Pinterest as a way to categorize ideas for people working within the creative industry. This text contrasts how an older generation valued the collection of physical reference files with today's modern approach to collecting reference within a digital arena.
My role : copywriting • environmental design
The client said, “We like what you're doing with the signage designs, but how will they interact with the female consumer as she walks through our store?” This proposal was written from her perspective and the thinking she might entertain, while seeing Brooke Shields represented in signage throughout the La-Z-Boy showroom.
My role : copywriting
Carl’s Patio presented a unique position in the outdoor furniture category. How should they present themselves to South Florida’s upscale customer without sounding pretentious? The answer was to create a mission statement, voice and brand essence copy that celebrated the outdoor lifestyle while inviting the consumer to make the most of their outdoor living space.
