Joie

concept writing & copywriting (email, website copy, product descriptions)

From 2014-2019, I held two writing roles at Joie as copywriter for the marketing team and also as a concept writer under Joie’s concept director.

As Joie’s copywriter, along with sister brands Equipment and Current/Elliott, I wrote product descriptions for each season, website and campaign taglines, and email copy.

Concept writing involved internal storytelling: I worked with Joie’s Concept Director to articulate the through-line for each season’s theme and wrote background for icon inspiration and color palettes. The resulting concept book informed and inspired Joie’s designs.