Branding

As senior copywriter for Kay Jewelers I frequently work collaboratively on new branding initiatives. My responsibilities include:

• Brainstorming names, taglines, and meanings behind new collections.
• Creating copy used in customer volumetric testing before product launches.
• Adjusting copy based on data from testing insights.
• Coordinating with designers on new brands.
• Collaborating with brand team on new names and ensuring themes are on brand.
• Working with legal team to route trademark options and other legal considerations.

 

True North

 

Love is Elemental

 

Beautiful Life

 

Gold

I created a campaign name and supporting copy as part of a project to activate the gold category across all platforms, including in-case signage, catalog, and emails. Gold sales saw an 80% spike over plan after launch of the Gold is Everything campaign. I refreshed the campaign in summer 2019 to That’s Gold to match current branding.