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At Jigsaw, I worked on writing and editing the Feel Everything SS24 campaign lookbook. I crafted messaging that felt refined, emotionally engaging and aligned with the mood of each collection.
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Post-COVID, the messaging is centred around refamiliarising oneself with the British summer and the feeling of joy, with an SS24 collection that was effortlessly chic. In the spirit of one feeling reconnected with the outdoors and the natural elements. My goal was to align grounded messaging with the “earthy“ yet premium visuals. I also edited the CRM copy and print copy.
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Delivered cohesive campaign messaging across the seasonal launch
Supported customer engagement through elevated fashion storytelling
Maintained a refined and luxury tone of voice across digial and print
Campaign Copy
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For the Dune Icons: Loupe campaign, I developed campaign headline concepts and cross-channel messaging designed to position the collection as a standout seasonal launch. Working across email, social, POS and digital touchpoints, the copy focused on combining aspirational storytelling with commercially driven product messaging centered around the collection’s high-quality craftsmanship.
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My approach focused on elevating hero products through storytelling that felt premium but still conversion-focused. I worked closely across campaign touchpoints to create consistent messaging that balanced brand tone and trend relevance.
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The campaign contributed to a 62% sales lift within the first week of launch while helping strengthen consistency across digital campaign messaging. The work also supported broader customer engagement across ecommerce, email and social channels.
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Expanding on the strapline “Everyday, every night, every body” that I concepted for the core lingerie collection, at Ann Summers, I developed campaign messaging and product storytelling for the Sexy Lace lingerie’s “sustainable” collection across ecommerce, email and digital marketing channels. The campaign focused on balancing confident brand storytelling with product-led messaging designed to drive engagement and sales. Sexy Lace is Ann Summer’s best-selling lingerie, with one sold every few minutes, so I had to do it justice!
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My approach combined bold, emotionally driven copy with clear product positioning to create messaging that felt both empowering and commercially effective.
Working across multiple customer touchpoints, I focused on maintaining a strong tone of voice while supporting campaign consistency and conversion.
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The campaign contributed to a 50% sales increase within the first week of launch while supporting cohesive multi-channel storytelling across ecommerce and digital campaigns.
The work also helped strengthen consistency across campaign and product messaging.
