brand work
For 15 years in the fashion industry, both in SF and in NYC, I served as an editor and editorial director in digital media. I worked at the helm of POPSUGAR’s Fashion and Shop verticals, establishing the voice and vision to bring the sites to life; then as the content director at the Editorialist, refining the strategy to deliver a richer narrative across our editorial channels, email, and social. I loved it when someone told me they bought something from our gift guides or fell in love with the jeans I reviewed. They did it because of the story—and because they trusted us, not because of how the thing looked. That’s what great content does. It inspires and converts shoppers. You know the importance of finding the right word and phrasing. It’s the beginning of the customer relationship. It’s the way you make them feel. That’s where I thrive. It’s exactly what I’ve done.
SERVICES
STRATEGY:
Comms Framework
Brand Identity
Brand Positioning
Messaging Hierarchy
Tone of Voice
Naming
CONTENT:
Website Development
Copywriting
Blog
Social
Recent wORK
VERTLY
I worked with Vertly to overhaul the brand philosophy and founder’s story and center Vertly’s unique value proposition. Then, authored a marketing framework to include that refreshed storytelling across website, social, and newsletter, as well as a concept and tagline to bring its new brand packaging to life. Ultimately, we solidified Vertly's position in the market to resonate with its target audience on a deeper level.
“Hannah’s editorial instinct captured my vision instantly and her gift with words beautifully expressed our mission for our community.”
