Copywriting & Art Direction

Internal communications should never be boring. My years of experience writing and art directing for a creative marketing team taught me to bring stories to life in a way that drives action – and I leverage those skills for every internal comms campaign. Below are some examples of my past work as a copywriter and creative manager for various brands.

SHAREHOLDERS MEETING

My team creates See’s assets for Warren Buffett’s annual shareholders meeting, a huge event for shareholders who come from around the world to hear Buffett speak. For the past three years I’ve advocated for more engaging creative that fosters stronger brand awareness and helps us to stand out at the event.

Event Posters

These are the posters we created for 2019. There was no creative brief or theme provided, so I started with open-ended concepting.

Keeping the See’s brand at the forefront, I wanted to make something more interactive than our usual, to catch the attention of busy event attendees. Since our Peanut Brittle is Warren Buffett’s favorite, I thought it would be a fun way to appeal to Buffett fans while letting us showcase mouthwatering close-up shots of our candy. I then wrote the copy and worked with the designer to bring the posters to life.

WARREN’S OTHER FAVORITE

We made a special commemorative sleeve to sell our 1 lb fudge boxes at Berkshire. When asked if copy was needed, of course I jumped at the opportunity to tell the true story of how much Warren Buffett loves it.

A Kiss From See’s

Last year, our booth included a Scotch Kiss dipping station which we featured in all our Berkshire materials. This ad was selected for the full-page feature on page 2 of the Berkshire Visitor’s Guide.

A Sweet Tradition

We created a special box to fit the 2016 event’s theme, “Berkshire by the Numbers,” featuring a long-form story about See’s and Warren Buffett on the back lid.

MARCH MADNESS

Every year, Berkshire Hathaway sponsors a March Madness tournament for employees, offering some incredible prizes. However, the contest details were confusing, and participation was low amongst See’s employees. To fix that problem, our team was asked to get involved this year and create some fun signage, flyers and email reminders.