Project Overview

Vera Bradley hired me to shape the narrative around the Spring/Summer 2023 campaign, "Into the Blue." Collaborating closely with a creative team led by their VP of Marketing, I orchestrated a campaign that breathed life into the essence of the season. My role was to infuse every piece of copy, from compelling headlines to marketing materials, with the freedom and warmth synonymous with the sun-kissed days of a summer vacation. "Into the Blue" became a narrative that showcased Vera Bradley's products and sparked joy and anticipation in our audience. It also invited them to immerse themselves in the world we've created with whatever water they found and escape "Into the Blue."

art direction by Megan Phillips

 
 
 
 

Rules for Success

 

  1. Copywriting: Ability to write compelling and persuasive copy that aligns with the brand's voice and resonates with the target audience.

  2. Creative Thinking: Capacity to generate fresh and innovative ideas to convey the essence of the spring/summer season in the campaign.

  3. Brand Understanding: Knowledge of the brand's values, identity, and positioning to ensure consistency in messaging.

  4. Communication: Strong verbal and written communication skills to collaborate effectively with team members and stakeholders.

  5. Attention to Detail: Ability to meticulously review and edit copy to ensure accuracy, clarity, and coherence.

  6. Time Management: Skill in managing multiple projects simultaneously and meeting tight deadlines in a fast-paced environment.

  7. Adaptability: Capacity to adjust copywriting style and tone to suit different platforms, audiences, and campaign objectives.

  8. Market Awareness: Understanding of current trends, consumer behavior, and competitor activities in the fashion and retail industry.

  9. Analytical Skills: Capability to interpret data and insights to inform copywriting decisions and optimize campaign performance.

  10. Leadership: Ability to provide guidance, feedback, and direction to the creative team and collaborate effectively with cross-functional teams to achieve campaign goals.