Role: Senior Content Strategist

In order to transform the leading mid-market contract seating distributors from a B2B manufacturer into a consumer-facing brand, we needed a complete overhaul. As the in-house Editorial lead, I concepted a new copy voice, brand identity and story that was informative and specific enough to still equip business owners and sales teams while now being engaging and accessible enough to address the end user/mainstream customer. I partnered closely with the Creative Director to create a new brand book and owned all copy + tone guidelines and oversaw the product story refresh for all of the brand’s hero products during its first round rebrand. For each 24-page brochure, I set up a customized messaging hierarchy based on each product’s unique, differentiating features. I also concepted and drove all digital campaigns, print ads and oversaw the social/Instagram refresh. I also drove the UX and editorial strategy for a microsite—the first and only textile customization interface to exist in the B2B mid-market contract seating space. I worked with the dev team to create a custom-built UX framework, clear messaging hierarchy, re-branded story/positioning and easy-to-navigate information design.