Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
YETI 2020
Project type
Copywriting
Date
May 2021
Location
Los Angeles
Copy and Content for YETI's 2020-2021 Online Product Launch.
Deliberate use of bold, concise, and direct language. Sparing use of superfluous adjectives and exaggeration while playing it relatively safe with humor. Strong emphasis on the beauty of nature and man’s indomitable spirit.
Font choice, kerning, spacing, and placement similarly tailored for a strong brand voice. Style Guide provided, with a palette consisting of earthy tones and low saturation.
Media provided by professional photographers and videographers. I was never present for those shoots. Once I had finished generating the content and accompanying copy, I was no longer a part of the website’s development.
Special care and attention went into the "STORIES” section of the website. Brand Ambassadors would travel and spend time with exceptional outdoorsman, either to conduct interviews or document their lives. I would then transcribe, edit, and write the bodies of these articles for greater depth and clarity.
Target Market was straightforward and the brand voice came easily to me. I worked on a small team led by a Senior Copywriter and a Creative Director.
