making it happen

If you'd like to see my writing style, the Quips & Clips page has lots of examples. Here, I'll walk through a few more comprehensive projects I've led, for some insight on how I think and work.
Anthropologie Stories
In 2019, as Senior Editorial Copywriter, I co-led the launch of Anthropologie's online magazine-style content, Anthropologie Stories, envisioned to replace a dated and less dynamic blog.
  • Together with UX and design teams, I devised a flexible layout system for new content to populate in alignment with editorial and marketing priorities. Using Excel, I created a map of existing content and a plan for migrating each story to the new platform.
  • For new content, I developed and maintained a monthly editorial calendar to organize topics, campaigns, authors, editors, interviews, and internal milestones.
  • I generated story ideas, interviewed internal and external sources, wrote features, edited junior colleagues' work, and packaged each new piece with strategic page placement and display copy.
  • I worked closely with merchandising to identify opportunities for Stories messaging in email, on social, and on-site that enriched the customer experience and supported product conversion. 
    See the site and its systems in action today >​​
Collection Naming for Roopa Pemmaraju
As a freelancer in 2020–21, I provided content direction for this small, sustainable fashion business, including concept and naming support for three seasonal collections: Desert Rose (SS21), Annabel (FW21), and Suncatcher (SS22). 
  • ​For SS21, the brand sought a name to reflect the collection's bright, floral aesthetic, as well as the idea of resilience in the wake of pandemic-era challenges. The Desert Rose is a brilliant flower that blooms even among the world's harshest terrain.
  • The next collection, FW21, features richly textured, vintage-inspired designs with a literary, poetic feel. Annabel is a lost love in one of Poe's nostalgic works, also representing and honoring a beloved member of the brand's artisan team who tragically passed away during this collection's production.
  • The looks of SS22 are inspired by the gardens of Britain and India, both manicured and luxuriant, and the ways a garden can embody another place and time. The image of a suncatcher, made from colorful glass to adorn a garden or windowsill, captures this spirit of optimism, adventure, and natural beauty. 
    Visit Roopa's current collection >
IGNITE! Event Series
As a freelancer for Anthropologie, I led copy and messaging for a series of online events in partnership with IGNITE, a nonprofit that supports young women as they run for office and encourages civic participation from all. 
  • With input from IGNITE staff and Anthropologie partners, and considering business, ethical, creative, and logistical factors, I developed an appropriate content focus and talking points for each interactive event.
  • ​I branded each of three events with a clear, compelling name and subhed – Young Women in Office: Why They Ran, How They Won & What You Can Do Next; Let's Get Registered: Why Voter Registration Matters & How You Can Help; and And Now, We Vote: How to Register, Get Ready & Cast Your Ballot This Year.​​
  • I interviewed IGNITE hosts and wrote feature stories highlighting their work, driving to future events, and encouraging customers to get involved, in addition to auxiliary copy for email and social. 
    See the features >    ​
Haverford Magazine Special Issue
In 2017, as a freelancer, I served as managing editor for a full-length issue of Haverford Magazine celebrating the results of Lives That Speak, a $250M+ fundraising campaign. 
  • After working with College staff to conceptualize stories based on campaign priorities, I assigned each piece to a suitable writer, sourced all photos and graphics, consulted with design on layout, and managed the issue's budget.
  • I created and executed a complex editorial schedule, including multiple rounds of review with internal stakeholders, thoughtfully balancing reader value and institutional messaging goals.
  • I performed detailed developmental and line editing on each piece, and wrote headlines, deks, and cover copy. 
    Explore the digital issue >    ​
Bridal Show Book
As part of the David's Bridal copy team, I led one of our comprehensive print pieces each season. The Bridal Show Book is part magazine, part catalog, distributed to brides-to-be at conventions that David's attends. 
  • Based on goals and insights from merchandising and marketing teams, I developed story ideas and ways to creatively package product and promotional messages for an editorial experience.
  • In response to leadership requests for interactive, quiz-like content, I developed a series of personality questions to serve as the book's copy foundation.
  • Together with product, photo, and design teams, I mapped styles and themes from shoot to story to page.
  • ​I wrote copy, proofread, and adjusted for product and imagery shifts throughout all stages of production.
    Flip through the digital book >
Miller Johnson Media LLC