I learned early in my career as a designer that writing headlines instead of using lorem ipsum was a great way to motivate copy writers to hustle up and deliver their lines. Over the years mine began to stick and sometimes I am even asked to write. Always fun to exercise another creative medium. Here are a few of my favorites.
Founded in 1928, Veit is a specialty contracting, waste management and earthwork company. With no brand tone established, I explored possible approaches to headlines and body copy during the design phase for Veit’s new website. Role: design and copy writing.
Interrupting people to talk about insurance is a tough challenge. Humor can work to break through but doesn’t set the right tone for a long-term relationship based on trust, so I proposed sincerity. The print and digital versions both utilize a translucent red strip to indicate the line of insurance in focus as well as to alert potential customers to Wells Fargo’s complete offering. Role: art direction and copy writing.
I admire the way great copy writers can be both brilliant and brief. For Lifetime Fitness’s launch of a new health insurance program based on testing and fitness I experimented with how brief I could be. Role: art direction and copy writing.
