BRIDAL REGISTRIES
Williams-Sonoma
In modernizing its approach to its Wedding Registry, Williams-Sonoma asked for a concept that would create momentum and showcase its new editorial positioning. I created a concept to tie the “big day” to “everyday” essentials, giving newlyweds everything they’d need to live happily ever after, from A to Z (literally)
Project
Creative concepting
Copywriting
Bloomingdales
My superpower is distilling the essence of a product story into a single, striking headline. So naturally, I said “I do” to giving Bloomingdale’s bridal registry a more modern, editorial approach.
Bed, Bath & Beyond
Primarily value-focused, BBB’s bridal registry was in need of a little romance. I helped reorient using a new organizational principle (how people actually arrange their lives and homes, room-by-room), and provided coherent storytelling and a consistent, more aspirational copy point of view, both in the print catalog and in the digital and social roll-out.
