Role: Editorial Director

I crafted the brand story, designed the overall messaging hierarchy and created language for this sustainable textiles start-up. This was my second time working with retail consultant and entrepreneur Melissa Miller, Evenfall’s founder. (Previously, I crafted the brand story and editorial framework for her retail consultancy business Indigo & Chalk.) It was an interesting challenge to figure out how to tell a sustainability story that distinguishes a new textile start-up from the rest of the eco-friendly pack. Centering hemp—a key, lesser-used material in the bedding world—was the only way forward. We talked through some directions which ultimately got scrapped but gave us good insight into what the brand is and isn’t.

Deliverables

• Brand Story (3 versions)

• Editorial Statement

• Brand Pillars (3 versions)

• Sustainability Story (3 versions with art + photography direction)

• Copy Starter Doc