Hi, I’m Liv. 👋
This is my work.
What you’ll find: Toast’s voice and tone guide. A glimpse of Toast’s (big) presence at the National Restaurant Association Show. Omnichannel campaigns galore. Wayfair’s first cross-brand direct mail piece. A subject line success story. Insanely successful trend-focused email banners. A program rebrand. Copy and design systems galore.
And hey, even a brand tagline — or two.
Toast — 2021 to 2024
When I was hired as Toast’s first copywriter three and a half years ago, my first order of action was crafting… well… everything. From scratch. And the process, too.
A few highlights:
The brand’s first Voice & Tone Guide. (Available upon request.)
A comprehensive product naming strategy for Toast's rapidly growing product portfolio. (Available upon request.)
Messaging strategy and copy for omnichannel brand campaigns – including video and events like Toast's presence at the National Restaurant Association Show – in collaboration with designers, product marketers, and marketing leadership.
A point of sale unlike any other.
Built for anything your restaurant can throw at it.
The ultra-flexible ‘Built for Restaurants, Built for You’ brand campaign transformed the very brand itself — and our de facto tagline was born.
Product suites, simplified.
I created a flexible, simple copy system for Toast’s new product suites with all of the potential surfaces in mind.
An acquisition campaign celebrating a new product launch.
Subject lines upon request.
Partnerships with top brands like Coke.
Assets included one pagers, display ads, and email banners.
Timely email referral campaigns.
And an evergreen system to match.
Toast’s presence at the National Restaurant Association Show.
The 2024 most-visited booth for a reason. (And for the second year in a row.)
Wayfair — Joss & Main — 2018 to 2021
Black Friday + Cyber Monday 2020
Joss & Main’s full campaign ran for over two weeks — which meant frequently updating creative to maintain freshness, swapping hierarchies to inspire urgency, and writing over 300 personalized subject lines.
The Joss & Main Seasonal Trend Report
A full campaign — email, site assets, organic posts on Instagram, Pinterest and Facebook, and paid social assets — informed by seasonal trends and tastemakers.
Read the whole story here.
Program Rebrand:
The Brand Fix
Concepted and pitched a rebrand of Joss & Main’s discounted brands offering. The final product is a design and copy system that can operate across homepage, organic social, and landing pages. Further, ‘The Brand Fix’ resonates with the Joss & Main customer’s obsession with style, and a variety of urgency levers — “prices go up XX” and “available just this week — encourage the customer to convert.
Wayfair’s First Cross-Brand Mailer
Pioneered Wayfair’s first cross-brand mailer on the first-ever Way Day involving the company’s lifestyle brands, which included corralling cross-functional partners and nearly 100 stakeholders. The finished product went out to over half a million customers.
Direct Mail: Editorial Outdoor Mailer
Pitched four concepts for a ‘fridgeworthy’ mailer. Think: a mailer that customers would love so much that they’d want to hang onto it rather than sending it to the recycling bin.
The calendar format chosen is one of the top performers of the year.
Copy maintains a balance of promotionality (referring to upcoming promos) and relevance (holidays and reminders.) Pitch deck available upon request. LINK
RESULTS: Conversion up +46%; ACIR at 30% after 60 days.
Editorial Landing Pages
Pitched, concepted, and created a four-page series of editorial landing pages to drive discovery and encourage customers to DIY their own spaces. Developed new branded copy in the eyebrows to land that editorial spin while maintaining clarity throughout. Provided design feedback and pulled ideas for new design elements. Click to see the rest here.
THE JOSS & MAIN BRAND TAGLINE:
Pitched five strong concepts for Joss & Main’s official tagline (the first in the brand’s history!) and the tagline “Always stylish. Always fresh. Always worth it.” was chosen. The tagline effectively highlights each of the brand’s pillars while fitting into the context of Wayfair Inc.’s many brands. Pitch deck available upon request.
SEASONAL PLANNING:
Holiday 2019 - Fall 2020.
Decks available on request.
Pulls together inspiring imagery, graphic elements, and copy themes to inform photo studio photography and promotional creative treatments.
Repeat after me:
Subject lines matter.
I write hundreds of subject lines, and even drive the subject line strategy for our major shopping holidays and major promotions. It’s been going pretty well. A proof point: unique subject lines and sender aliases for Cyber 5 2019 drove +59% YOY lift in email engagement, and contributed to the business’s most successful BFCM yet.