Macy’s
Macy's has been an American retail icon for over 165 years, evolving from a landmark department store into a dynamic omnichannel destination. I've developed copy that balances the brand's storied heritage with its modern, accessible approach to fashion, beauty, and home.
IIn partnership with brand design and marketing teams, I concepted and wrote seasonal campaigns including fashion and beauty books, sitelets, emails, website content, packaging, and in-store POS signage—capturing Macy's optimistic voice while driving customer engagement and conversion across all channels.Swimwear Sitelet
Leaning in to the trend of styling swimwear as daywear, this sitelet highlights flattering styles for every body type in the brand’s friendly, conversational voice.
Wear to Work Sitelet
Pulling together the perfect work look should be easy. This sitelet helps take the guesswork out of dressing for any office occasion by highlighting tried-and-true pieces and some unexpected wardrobe extras.
Skincare Sitelet
To help customers find the right skincare products for their specific concern, I wrote this informative guide that offers helpful tips and recommendations.
Brand Emails
Trend emails create the most buzz from fashion-savvy customers as they highlight the best brands and curated collections. These are a few emails I wrote featuring some of the most recognized designers.
Creative Concepts
New Macy’s Private Brand
The brief from Macy’s Private Brands Leadership team was to concept and develop a new brand that offered modern wardrobe basics and home textiles for the entire family. Within three idea buckets, I concepted nine original brand names and taglines that conveyed the spirit of this new addition to the Macy’s Private Brands portfolio.
Leadership team landed on:
River & Rain The power of simplicity.
New Loyalty Program
Macy’s Leadership team wanted to rebrand the loyalty program with a fresh, new perspective. I developed eight unique concepts, which included membership names, taglines, and tiers—all bucketed within four overarching themes. Each concept is fun, whimsical, and decidedly unexpected.
Think we’d make a great team?
Drop me a line. I’d love to hear from you!