Branding + emailMy Email Marketing projects have allowed me to flex entirely new groups of creative muscles in a world where less is more.
Some of those projects snowballed into me creating a client’s brand voice and tone from scratch.
LRG x Mad Engine —
Black Friday Email Rebrand
A favourite of Millennial and Gen X skaters, LRG struggled to define its distinct (and beloved) identity following the death of its founder, Jonas Bevacqua in 2011.
When it was later acquired by Mad Engine, the time was right for a pivot that captured a modern streetwear audience without abandoning the brand’s fundamentals.
As creative consultant and copywriter, I did my best hypebeast impression to toe the line between functional, familiar, and fresh.
By working directly alongside LRG’s creative leads, my graphic design partner and I helped them enjoy a 3x YOY sales and sign-up increase and provided the blueprint for their ongoing brand voice.
NEFF x Mad Engine —
Black Friday Email Rebrand
When legacy beanie brand NEFF was acquired by Mad Engine in the months before Black Friday, they needed a new email marketing strategy that felt modern without losing their easygoing skater style.
Their success and uptick in sales and mailing list numbers helped them survive a rocky transition and recapture their position as the #1 beanie brand.
As creative consultant and copywriter, I worked alongside my graphic design partner to give NEFF a soft visual and voice rebrand through a new Welcome and Post-Sale Email flow.
The tone I helped craft still serves as the foundation for their brand voice to this day.
I also learned I look good in hats.