Project Overview

After the success of the Spring/Summer '23 campaign, I was brought back by Vera Bradley to craft the creative for the back-to-school '23 campaign, titled "Class of '23." At its heart, it was a project that celebrates the bond between generations while addressing the excitement and challenges of a new school year, whether middle school or college. Again, collaborating closely with the creative team, I crafted copy that spoke directly to the unique experiences and aspirations of both mothers and daughters, capturing the essence of their relationship and the journey they embark on together. From heartfelt messaging that resonates with the emotional nuances of this pivotal time to practical information about products that empower them to make informed decisions, my role was to ensure every word reflected Vera Bradley's commitment to supporting and inspiring both mothers and daughters as they navigate becoming the "Class of '23."

art direction by Megan Phillips

 
 
 
 

Skills for Success

 

  1. Copywriting: Crafting engaging and persuasive copy that resonates with target audiences.

  2. Collaboration: Working closely with a creative team to align messaging with campaign objectives.

  3. Emotional Intelligence: Understanding and effectively communicating the emotional nuances of the target audience.

  4. Storytelling: Creating compelling narratives that capture the essence of the mother-daughter relationship and the back-to-school experience.

  5. Empathy: Putting oneself in the shoes of mothers and daughters to create content that addresses their needs and concerns.

  6. Strategic Thinking: Developing messaging that supports campaign objectives while resonating with the target audience.

  7. Communication: Conveying complex ideas and emotions clearly and effectively through written language.

  8. Consumer Insights: Using market research and audience analysis to inform copywriting decisions.

  9. Adaptability: Adjusting messaging and tone to suit the evolving needs and preferences of the target audience.

  10. Creativity: Thinking outside the box to develop fresh and engaging ways to connect with mothers and daughters during the back-to-school season.