west elm
I crafted engaging editorial, informational, and brand copy for the catalog and website, along with email, social media, and more in the US and the UK, so that customers — whether they were decor novices or design afficianados — could understand and appreciate the craft and materials that went into west elm furniture and home goods.
Brief yet evocative inline content brings the product to life and strengthens brand identity.
Creating an emotional connection via an editorial headline — even when the email is promotional or transactional — is a key throughline for brand voice.
Maximizing brand partnerships
Keeping copy minimal yet compelling piques interest. A tip with an arrow does two things: it draws the eye to the content and, in a snap, shows the reader how the device could easily complement their home.
