"FEATHER WEATHER
Plush, luxury down. Anything less is for the birds."
City buses and billboards announced the outerwear trends for winter.
Unfettered by catalog & rop restrictions, I utilize a conversational tone in magazine, postcard, transit and broadcast campaigns. Here, a Macy's sale on handbags and footwear demanded a clean new postcard approach.
"BAA BAA Palooza: The season's luxury lambswool overcoat.
Go ahead. Rock the Flock!"
A Fall outerwear campaign, designed to attract a younger demographic, inspired fun, playful headlines.
"Desperate Housewives
Seduction is only scandalous if your secret gets out"
To launch its exclusive new fragrance, Macy's wanted copy to mimic the tone of its television tie-in.
An edgier approach to Sallie Mae advertising announces itself in this postcard promoting their new Savings Account. (Reverse side highlights benefits of the service and closes with:
"A Field of Dreams grows at www.sm.com").
The quirky postcard design/copy introducing Sallie Mae's new service is tested against this more emotional approach. (Reverse side of card featured in next image).
The flip side of Sallie Mae savings postcard.
Corporate management encouraged all sales staff to dress in black for a sense of unity throughout every store. I developed this 5-step motivational pamphlet, distributed to all Sales Associates, to announce the directive.
"that was then, this is WOW"
The renovated swim campaign for 2007 announced itself in Seattle Magazine and Colors Monthly. I relaunched Summer Swim as "H207" then created 1960's era dialogue for the vintage photo characters.
"Oh, Dirk! I feel perfectly naked without my bathing cap."
"I'll say! You're a Gal Gone Wild!"
Swim campaign: old vs. new approach alerting Juniors to our younger, bolder styles.
A fashion-savvy sales staff was a major priority at Macy's. I developed copy for a 6-page employee booklet emphasizing trends for the season.
Z-card shopping-bag stuffers were created for high-level customers. I developed a 'chic-lit' story here to acquaint shoppers with the power black brings to any wardrobe.
The trends-for-men page of an employee style awareness booklet distributed to all Sales Associates.
At Filene's, I teamed with a designer to create a tabloid-style, monthly company newsletter. All proceeds went to The United Way.