BANANA REPUBLIC II
naming print copywriting
Banana Republic
As the Senior Copywriter, I told the brand’s story through in-store, window, packaging, and direct mailer copy. I also set the tone for digital campaigns once I named the products and wrote the content for all packaging and signage. My role was to ensure messaging was consistent across print and digital—resulting in beating benchmarks and increasing revenue.
In-Store Signs
To introduce our new washable suits for spring, I was tasked with creating copy for women who are looking to skip the dry cleaners.
As other brands are also featured throughout the stores, I wrote signage copy speaking to the inspiration behind each designer’s collection.
Product Naming
One of my all-time favorite projects was writing pocket bag copy that would live on the inside of Men’s Traveler Pants and Jeans. My assignment was to speak to the business-class traveler while creating excitement around buying a piece of clothing that promises to move seamlessly with its wearer on work trips and everyday adventures. This copy was then duplicated and re-worked on digital and the signage assets, such as the store window displays. I landed on speaking to how this pair was engineered to hold its color and deliver much-needed comfort on the go. It became one of our bestselling styles, and the pants (and copy) are still carried in stores today.
Hangtags
I led the copy projects for packaging, meaning that I wrote hangtags, woven labels, and pocket bag copy. This is an example of bringing the inspiration behind the design to the hangtag.
Digital Copy: Category Pages
Aside from print, I also work on digital copy projects. I was responsible for reworking the landing page copy to describe the new (and old) scents in our Fragrances and Candles category.
Emails
One task we get as copywriters are selling products for the transition season. In this case, I worked to make these spring sweaters super lightweight and comfortable.
Emails: Product-Focused & Promo
Every email project was a cohesive partnership between design and marketing teams to develop a strategic approach to all initiatives, using metrics to drive thoughtful content.
