Copywriting Work
I began my career as a social media copywriter—a role that challenged me to write in multiple brand voices on a daily basis. Since then, my voice-driven creative writing has repeatedly produced compelling advertising content. I lead collaborative group exercises, provide one-on-one direction, and create hands-on workshops for copy teams.
The Bahamas | Brand Voice
I led the effort to fine-tune and refine the voice of The Bahamas brand. Our aim was to add clarity and specificity. Years of working for and traveling to The Bahamas allowed us to bring authenticity and personality to the brand voice. Similarly, I developed brand guidelines specific to Social Media channels, giving the brand room to respond to current communication trends while remaining true to brand.
St. Kitts | Brand Guidelines & Identity
Along with a fresh new brand look, the St. Kitts Tourism Authority debuted a carefully crafted brand voice. Working closely with a team of copywriters and client contacts, we were able to imbue the St. Kitts voice with the values and characteristics true to Kittitians.
Bahamas Out Islands Tourism Board | Creative Headlines
Developed custom creative headlines for each of the Bahamas Out Islands’ primary business verticals: leisure travel, fishing, diving, boating, romance, private aviation, and domestic travel.
The Bahamas | Campaign Headlines
To craft authentic headlines for The Bahamas’ primary tourism verticals (fishing, boating, diving, private aviation, romance) in support of the brand’s Lifetime campaign, I immersed myself in content created for and by these niche audiences. I read magazines, watched documentaries, and perused online forums to learn their specific vocabularies, their habits, and priorities; an exercise that allowed me to speak directly and connect with these unique sets of travelers.