Wielding words with wit for better brands

Senior Copywriter @ SmartMagic

lululemon x Winter Campaign

Get Out There
Copywriting

lululemon x Run with the Roses

Spark the Beat of 2026
Copywriting

Full funnel marketing campaign for PC Financial's no annual fee PC® Mastercard® includes scripts for TV, OLV and radio and copywriting for paid media ad banners.

PC Financial

Reward Every Side of You
Conceptual Ideation, Copywriting

Rebrand for Partake Brewing, a Canadian non-alcoholic, craft-quality beer included content strategy development and web copywriting to ensure the brand's new look and feel consistently communicated across all digital touchpoints.

Partake Brewing

Balance Mind, Body, and Beer
Content Strategy, Copywriting

Brand launch for Whorl, a sustainable skincare includes brand strategy, tone of voice, packaging design and copywriting.

Whorl

Ride the Wave of Sustainability
Conceptual Ideation, Brand Strategy, Naming, Tone of Voice,
Copywriting, Creative Direction, Design

Rebrand for Taste of the North, a Canadian fruit and vegetable company, encompasses a brand strategy rooted in goodness, a detailed design brief to guide creativity, packaging design that visually pops and a memorable tagline to convey brand essence.

Taste of the North

Joy in Every Bite
Brand Strategy, Creative Brief, Tone of Voice, Tagline

Naming project for Simply the Goodz, a Canadian dried fruit & nut snacks company.

Simply the Goodz

Unapologetic Snacking
Brand Strategy, Naming, Workshop Facilitation
2023 PAC Global Award Winner

Brand positioning and tone of voice development for telecom company, Hushed.

Hushed

Dial Into Privacy
Brand Strategy, Tone of Voice

Naming project for SunCandy, a Canadian citrus company.

SunCandy Citrus

Splashing Fun Into Smart Snacking
Naming, Workshop Facilitation

Creative work for Hershey Canada includes concept Ideation, creative strategy, naming, copywriting, creative direction, packaging, content strategy, graphic design and photography across their portfolio of confectionery and chocolate brands.

Hershey Canada

Bake Life Sweeter
Concept Ideation, Creative Strategy, Naming, Copy, Creative Direction, Packaging, Content Strategy, Design, Photography

Brand launch for Wandercrunch, allergy-free cookie brand includes concept ideation, brand strategy, naming, tone of voice, copywriting and graphic design.

Wandercrunch

Bite Into Freedom
Concept Ideation, Creative Direction,Brand Strategy,Naming, Tone of Voice, Copywriting, Design

Product launch for Tasty x McCormick Spice Kit innovation includes creative strategy, naming, copywriting and packaging design.

Tasty x McCormick

Spice It Up
Creative Strategy, Naming, Copywriting, Packaging
2020 GDUSA Winner

Creative strategy, copywriting and packaging for Canadian, family-owned and operated Jackman's Maple Syrup company rebrand.

Jakeman’s Maple Syrup

Canada’s Sweetest Staple
Creative Strategy, Copywriting, Packaging

AB InBev – b, Accent, Spritzd

Refreshing the RTD Category
Creative Strategy, Naming, Copywriting, Packaging
2020 GDUSA Winner

150 illustrations celebrating Canadianisms.

Canadianisms

Timbits of Knowledge
Concept Ideation, Copywriting, Design