Visual Storytelling
Editorial Production
Creative direction, styling, and product sourcing for AN Interior Magazine.
Concepting and directing editorial photoshoots—developing visual narratives through material, form, and composition. Sourcing and selecting products to shape each story, balancing aesthetic cohesion with editorial intent.
Building images as narrative: where objects, texture, and light carry as much meaning as words.
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Web Copy & Product Narrative
Content Strategy & UX Writing
Brand voice, web copy, and product storytelling for Lutron.
A full-scale rewrite of Lutron’s digital ecosystem—bringing a legacy platform into the present. Spanning brand pages (Ketra, RA2, HomeWorks), system-level narratives (smart homes, commercial lighting, controls), and product detail pages, the work focused on clarity, consistency, and cohesion across every touchpoint.
Translating complex technology into language that feels intuitive, precise, and human—while optimizing content for search and discoverability.
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Commerce Copywriting
Content Strategy
Script Writing & Location Scouting
Reported local guides and building profiles for Homes.com.
Original interviews, location scouting, and video scripts behind a citywide Local Guide series—covering hundreds of NYC properties and neighborhoods across all five boroughs. Fact-checked specs, synthesized demographic and lifestyle data, and shaped SEO-optimized profiles and guides that read as journalism, not listings.
Real estate as reporting: where a Pritzker architect and a neighborhood BID director carry as much weight as the square footage.
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Brand Voice
Thought Leadership
Brand, consumer, and B2B content for a national behavioral health organization.
Wrote across the full stack for Carelon Behavioral Health—corporate brand pages, service capability copy, cited consumer health education, and white paper thought leadership on crisis response and mental health in the justice system. One voice serving five audiences: health plans, employers, government agencies, providers, and the individuals and families in care.
Writing with empathy in a space where accuracy isn't a style choice.
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Luxury Fashion Authority
Multi-Channel Storytelling
Shaping the fashion and product editorial voice at a design-world authority — across editorial, commerce, and print.
As News & Market Editor at Surface, I helped shape and maintain a sophisticated, fashion-led editorial voice across channels: bylined features and designer interviews (Faye Toogood, Issey Miyake, Stéphanie D'heygere), shoppable product storytelling for Design Dose, and print. I served as a fashion and cultural read for the desk — translating designer moves and market trends into content concepts — while holding one elevated standard across every format, from a $790 Bao Bao tote to a seasonal gift guide. Storytelling built to deepen engagement and move product, without ever reading transactional.
An authoritative, fashion-literate point of view, maintained seamlessly across editorial and commerce.
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Branded Content
Narrative Development
Editorial storytelling and branded content for Dwell in partnership with Nest.
Reporting and writing a longform story centered on a growing family’s renovation in San Francisco—exploring how design, technology, and daily life intersect. The narrative balances editorial integrity with brand integration, positioning Nest as part of the home’s ecosystem rather than an add-on.
Framing smart home technology through lived experience—security, connection, and peace of mind.
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Brand Storytelling
Leadership Message Development
Editorial, brand storytelling, and leadership messaging for Google in partnership with Surface.
Exploring how design and AI can transform digital meetings into something more human—seamless, intuitive, and built for real connection. The work centers on clarity: reducing complexity to its essentials and shaping a narrative around technology that feels approachable and purposeful.
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Editorial Writing
Prop/Styling
An exploration of fitness as design.
For Armani/Casa, I wrote and directed an editorial feature for Surface Magazine examining the PUMP collection—reframing gym equipment as refined objects of form.
Through tightly composed still lifes, the work highlights material, proportion, and restraint—where function becomes aesthetic, and utility becomes luxury.
Editorial Writing
Thought Leadership Development
An exploration of voice through color.
For Mozilla, I developed editorial narratives for the “Independent Voices” series—pairing distinct colorways with equally distinct perspectives. Each piece translates visual identity into language, shaping how expression, individuality, and the open web are experienced.
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UX Writing
Content Systems
Brand voice and UX writing for Hyatt Hotels.
Rewriting a global network of hotel property pages—creating consistency across structure, language, and user experience. Developing scalable systems for how content is organized, while tailoring voice across Hyatt’s portfolio of brands, from luxury to extended stay.
Built for clarity. Designed for navigation.
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E-commerce Content
Conversion Copywriting
A+ content and product storytelling for Amazon.
Writing conversion-focused, modular content for book launches—translating editorial narratives into structured, visual formats designed for digital retail. Balancing storytelling with clarity, each module is built to guide, inform, and drive purchase.
Optimized for discoverability, engagement, and conversion.
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Brand Voice
Packaging Copy
Hang-tag copy for Tommy Hilfiger's Fall 2022 FlexCool dress shirts.
Wrote the hang-tag copy for a full shirt line—pairing the brand's Make It Possible sustainability story with a library of product-benefit callouts: cooling and moisture-wicking fabric, stretch collars, no-tuck lengths, wrinkle-free and non-iron care. Built across primary and secondary tags and multiple fits, with every claim sized to a few square inches at the point of sale.
Copywriting at its most compressed: a brand promise and a spec sheet, in the space of a swing ticket.
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I distill ideas into clear, meaningful language for brands.
My approach is direct: clarity over noise, meaning over excess.
Strategy, storytelling, and AI—applied with precision.
Copywriting
Creative Direction
Brand Strategy
Creative Concepts
Messaging & Voice
Amazon
Armani / Casa
Dwell Magazine
Elevance Health
Hyatt Hotels
Issey Miyake
La Prairie
Lutron Elecronics
Phaidon
PVH
Mozilla
New York Life
Surface Magazine
Thatcher Studio