Speaking human to your customers.

The essence of good retail writing is giving people exactly what they need, right when they need it.

As a copywriter at Perennial Design, I used a combination of strategy, in-depth research, collaboration with our store designers and art directors, and intuition to craft language for in-store signage, websites, screens, and location-based out-of-home that achieved our client’s goals: to engage customers and help them make informed purchase decisions.

Our work always began with understanding the essence of the brand and the needs of its customers. In my four years with the company, I grew from a junior copywriter to a senior member of the team who was presenting concepts to clients, developing business strategy as well as creative work and helping win and retain business.

My work at Perennial regularly led to increases in sales for our clients, and that was one of the most gratifying things about it: how often as a writer do you receive quick, clear feedback on how effective your writing is, along with clear data to help you improve it?

I got the opportunity to flex my creative and strategic muscles at the beginning of my career:

• Copywriting Working closely with my art director and our team of store designers, I developed successful and brand-appropriate language for our clients, taking into consideration every step of the customer journey.

• Research Each store presented its own questions and needs. In the course of my work, I became a minor expert in finance, food, construction, wine, and other areas where I needed to speak with authority.

• Strategy As our agency grew, we brought on new clients and expanded our existing accounts; I played a key role in many RFP presentations and client interactions, bringing a combination of creative and strategic thinking to the table.

• Presentation I was able to present work to clients regularly, honing my skills in communicating a great idea and actively listening to feedback to hone a concept until it meets the client’s expecations.