As the Director of Brand Copy, I was responsible for the end-to-end experience, including digital, video, store windows and signage, employee communications and more. Alongside my design counterpart, we concepted every campaign, from a single email to a major product launch.

Setting the Direction

Every brand needs roadmap, and this was ours: an internal deck outlining new products and how they fit into Cole Haan’s larger story. In my role as Director of Brand Copy, I was responsible for anthemic copy about the brand, our customer and our products.

Always Pitching, Always Upleveling

Our direct mail piece focused on the season’s newest styles, but I felt we needed some space to tell our own story. I pitched this anthemic spread, and it became the inside back cover.

Creating New Ways to Tell a Story

Innovation is at the heart of the Cole Haan brand story, and finding new ways to define those innovations are keys to the each season’s campaign. In addition to writing the copy, I created the periodic table of elements conceit that was used in print, digital and in-store creative.

Rallying Our Troops

With a bold and assertive opening statement inside the front cover, I planted our flag for the season: Cole Haan stands for innovation and stands with our fellow trailblazers to change the world.

Defining Our Tribe

I played a critical role in the casting choices for this campaign as we looked to align our brand with fellow pioneers. For our print and video elements, I interviewed each person we cast about their careers, ambitions and how they’re changing the world.

Talking to Store Associates

I was responsible for the complete messaging ecosystem at Cole Haan, and that included communicating with our store associates. In some cases, that involved specifics about a new shoe or handbag launch. In others, such as here, it was about telling our story, updating them on what’s new and encouraging them to engage with our customers.

The Courage to Create

We produced a series of digital videos in partnership with an LA-based agency. In addition to conducting the interviews in each video, I coordinated with our agency and my creative partners on the creative direction and final edit.

Revolutionary by Design

Another in our series of campaign videos, in which I interviewed Cole Haan’s Vice President of Design and Innovation and approved the final edit.

And Now, Something Completely Different

Here’s a fun one: looking to display the lightweight nature of these shoes in an easy and original way, we developed these snackable videos that displayed just how light they were. I co-created this campaign with my design counterpart and developed copy as airy as these shoes.

Set a Course for Recurring Content

Our marketing team challenged us to create a email newsletter of sorts — a recurring feature that can tell the Cole Haan product story in a seasonally-specific way. I developed the concept of The Essentialist and set the creative direction for each iteration.