A real estate sales brochure goes far beyond a description of the property and its amenities–it should be an invitation to feel at home. I write narratives that situate luxury residences within a broader sense of place, history, and architecture. For developments like 207 West 79th Street and 27 East 79th Street that were inspired by the past, I created architectural portraits that channelled the romance of Gilded Age New York City and the grandeur of fin de siècle Paris.
Sweetflag is an online retailer with a distinctly feminine ethos, specializing in products for a 'lifted lifestyle.' I helped position Sweetflag within the burgeoning market of #girlswhosmoke by identifying their core values, key messaging, and cultivating a friendly, relaxed vibe in marketing communications and select product copy.
I worked with the Museum of Modern Art's Design Store to surface and clarify its unique perspective on design, and to help express what sets its product offering apart from other retailers.
Together, we also developed a set of criteria that buyers for MoMA's Design Store can measure every potential new product against. This filtration protocol ensures a diverse, high-quality product selection that is informed by MoMA's 80+ years of design scholarship and advocacy.