S T A R B U C K S
S E N I O R C O P Y W R I T E R
C R E A T I V E P L A T F O R M: T H A T F I R S T S I P F E E L I N G
I N - H O U S E C R E A T I V E
E M E R G I N G B R A N D S
Superlative mentorship, stellar project management, and a diverse portfolio of projects made my time at the Starbucks Global Creative Studios professionally invaluable. Working primarily on the emerging brands team, I touched everything from Voice & Tones and seasonal in-store promo signage to product naming and packaging copy. Highlights included the witty, pun-filled Teavana work I spearheaded, as well as the department-wide adoption of my personal copy delivery template that helped ensure design and copy were in lockstep across multiple SKUs. (Really, the only negative was the Halloween I dressed up as Bob from the seminal classic film “What About Bob,” and my manager was the only person who correctly identified why I was wearing a t-shirt that read “Don’t hassle me, I’m local.”)
BRAND DEVELOPMENT, PACKAGING COPY, PRODUCT + FLAVOR NAMING, IN-STORE PROMO SIGNAGE, DIGITAL, SOCIAL
D E L I V E R A B L E S
B R A N D D E V E L O P M E N T
V O I C E & T O N E
EMBOLDENING THE TEAVANA BRAND ACROSS THE BOARD, WE TRANSFORMED A REFINED, SOMEWHAT QUIET FIRST REFRESH INTO VERSION 2.0. APPEARING ACROSS EVERYTHING FROM IN-STORE PROMO SIGNAGE TO CPG PACKAGING TO INTERNATIONAL FLAGSHIP STORES, THE BRAND EVOLUTION WAS PLAYFUL, PUN-FILLED, AND SLIGHTLY RIDICULOUS—ALL WHILE REMAINING FLAVOR FORWARD. IT MATCHED THE NEW PLAYFUL LOOK & FEEL WITH AN ATTENTION-GRABBING APPROACH THAT VERGED ON MODERN KITSCH TO PAYOFF THE NEW TAGLINE “TEA REIMAGINED.”
F R O M T H I S
T O T H I S
P R O D U C T N A M I N G
C O L L E C T I O N N A M E S
P R O D U C T N A M E S
F L A V O R N A M E S
I N - S T O R E
P R O M O S I G N A G E
Every year, four times a year, we would need to swap out the verbiage used on dozens of signs throughout Teavana stores. Themed, tied into the newest flavors, and filled with tea puns, greatest hits include a headline that read “Under a Harvest Spoon.” (I’m deeply proud of that one.) In addition, I was tapped to write promotional signage taglines for Starbucks International, marrying the need to convey flavors with cultural sensitivities in markets such as LATAM and across Asia.
S T A R B U C K S
T E A V A N A
F L A V O R S
C P G & R T D
In addition to making every flavor sound on-brand and mouth-watering (without sounding like a mouthful), abundant research was also required to convey a subject as elemental as tea itself. (At one point I joked I could qualify for a doctorate in Matcha alone.) Working with R&D, Legal, and of course, my fellow Creatives, I wrote everything from short, punchy flavor notes on the front of bottles, to longer descriptions on tea cards and packaging.
S A C H E T S
R T D
D I G I T A L
H O L I D A Y
W E L L N E S S
F A L L P R O M O
S O C I A L C T A
M A T C H A
Senior Copywriter: Meredith Ridings
Content Directors: Carole Hurst, Steve Murray
Content Managers: Sarah Bergey, Francesca Merlini
Creative Directors: Daniele Monti, Jen Moore Polaski, Dena Blevins
Creative Manager: Fumi James, Amy Lam
Designers: Casandra Straus, Lynsey Parker, Nicole Harter, Mia Puzzuto, Yumiko Reid, Kathleen Ullman
C R E A T I V E T E A M