Selected brand campaigns & cultural storytellingBrand storytelling rooted in culture, emotional intelligence, and audience connection.
Mysteryland (ID&T)
Helped translate Mysteryland’s globally recognized festival identity for American audiences through immersive storytelling, audience-centered messaging, and multi-channel campaign copy.
Client
Mysteryland USA
Year
2013-2016
Overview
Mysteryland USA was the American expansion of the internationally recognized Dutch electronic music festival brand ID&T. I supported cross-channel marketing initiatives through digital storytelling, campaign copy, social media, newsletters, press materials, and audience-facing brand communications.
Role
Lead Copywriter & Brand Voice Support
2013–2016
Approach
Localized global brand messaging for American festival audiences.
Maintained voice consistency across email, web, social, and promotional campaigns.
Developed audience-centered messaging designed to foster anticipation, community, and emotional connection.
Outcome
Supported launch and promotional campaigns during the festival’s formative U.S. expansion years, contributing to sold-out inaugural festival seasons.
Contributed to multi-channel audience engagement efforts across sold-out festival seasons.
Helped establish a cohesive audience voice rooted in community, escapism, and immersive experience.
bacan Guaro
Positioned a culturally rooted Colombian spirit for a modern global audience through editorial-driven website copy and premium brand voice development.
Client
Bacan Guaro
Year
2024
Overview
bacan Guaro is a super-premium Colombian aguardiente brand reimagining a culturally significant spirit for a modern global audience. I developed website copy and brand storytelling that balanced heritage, luxury positioning, education, and cultural nuance while introducing consumers to the history and experience of guaro through an editorial-driven digital narrative.
Role
Brand Voice & Website Narrative Development
2024
Approach
Developed long-form website narrative architecture blending cultural storytelling, luxury positioning, and conversion-focused copywriting.
Introduced bilingual English-Spanish language moments throughout the experience to reinforce authenticity, warmth, and cultural connection.
Translated category education into accessible, emotionally resonant storytelling for audiences unfamiliar with aguardiente and Colombian drinking traditions.
Balanced premium lifestyle messaging with founder storytelling, product differentiation, and editorial-style brand voice development.
Outcome
Helped position bacan Guaro as a modern, luxury reinterpretation of aguardiente rooted in Colombian identity and tradition.
Supported brand differentiation within the premium spirits market through culturally informed storytelling and elevated digital copy.
Created a cohesive website voice designed to educate new consumers while resonating authentically with bicultural and Latin American audiences.
Contributed to a polished digital brand experience aligned with the company’s award-winning positioning and global growth ambitions.
Ingenuity (Kids2)
Developed scalable brand voice and conversion-focused messaging across product launches, e-commerce, VO scripts, and multi-platform consumer campaigns.
Client
Ingenuity (Kids2)
Year
2022-2023
Overview
Ingenuity, a Kids2 brand, develops consumer products designed to support modern families through thoughtful innovation and everyday functionality. I led brand voice development and copy direction across product launches, e-commerce initiatives, email campaigns, and digital marketing touchpoints, helping translate complex product benefits into clear, audience-centered messaging.
Role
Lead Copywriter & Brand Voice Support
2022-2023
Approach
Developed scalable messaging frameworks to maintain consistency across product lines, retail platforms, email campaigns, and consumer-facing content.
Partnered cross-functionally with design, product, and marketing teams to align storytelling with customer insight, product positioning, and launch strategy.
Balanced conversion-focused copywriting with emotionally resonant messaging tailored to parents and family-oriented audiences.
Supported campaign ideation and launch communications across digital, e-commerce, and lifecycle marketing channels.
Outcome
Helped establish cohesive brand voice systems across multiple consumer touchpoints and product categories.
Supported product launch and e-commerce initiatives through clear, conversion-oriented storytelling and audience-focused messaging.
Contributed to scalable copy operations that improved consistency across campaigns, retail experiences, and digital platforms.
Strengthened customer-facing communication through collaborative, insight-driven brand storytelling.