KREWE
Brand storytelling
While working full-time at KREWE, I revamped brand copywriting across their website, including the About, Spaces, Stores, Quality, Second Chances, Careers, Fit Guide, & Customer Service FAQ pages. I also directed the copy for a number of micro-campaigns on their email & social channels.
KREWE ACTIVE
While working as an intern, I led the copy direction for the brand’s first-ever line of performance eyewear. Notably, the three-word tagline I created for the campaign, “WHATEVER MOVES YOU,” became the face of the ACTIVE collection, featured in web, print, social, and even signage to denote the products in-store.
KREWE // Billy Reid
When KREWE came together with Southern fashion designer Billy Reid to create a debut collection, I was tasked with leading the copy direction for the campaign from the jump. My words effectively defined the campaign’s presence on both the KREWE and Billy Reid social and retail channels, and earned shoutouts from major outlets like The Daily Front Row.
KREWE x Reformation
As a summer finance & marketing intern, I was given the chance to brainstorm copy ideas for KREWE’s line of sustainable sunglasses in collaboration with high-profile retailer Reformation. The ideas I pitched became the copy direction for the entire cross-channel campaign — which landed me a remote copywriting internship for my senior year.
Lola James Harper x KREWE
KREWE teamed up with Parisian candlemaker Lola James Harper to create two signature, New Orleans-inspired fragrances — one inspired by the tucked-away corners of the French Quarter, and the other inspired by the brand’s poolside lounge in the Lower Garden District. I wrote the copy and press releases surrounding both candle launches.
Oxalis Apothecary x KREWE
KREWE worked closely with New Orleans-based skincare company Oxalis Apothecary to procure a Hydrating Sea Mist spray, blending essential oils to create an instant refresher fit for even the swampiest NOLA day. Through conversations with the founder of Oxalis, I was able to capture the bright, botanical fragrance in words for email, social, and PDP copy.