Expanding into luxury travel with Luxury Retreats and Airbnb Luxe
Airbnb changed the way people travel. Looking to step into the luxury market, they acquired Luxury Retreats, a high-end vacation rental brand renowned for their curated portfolio and outstanding service.
Re-packaged as the new Airbnb Luxe, this premium product lives on Airbnb’s website. The messaging is elevated and emotive, and the design borrows from Airbnb’s guidelines.
My work for Airbnb includes interface content, email campaigns, print ads, PPC ads, social media writing, and script writing.
Creating an on-demand babysitting service for busy parents
An on-demand babysitting service in Montreal, Kiid takes the stress out of finding a sitter.
Kiid needed a complete content overhaul. Writing UX copy for their booking flow, error messages, transactional emails, and content for their website, I helped position Kiid as a trusted resource for parents.
Helping established bands break into brick-and-mortar markets
Uppercase helps online retailers break into the brick-and-mortar market. Because the current retail landscape is highly competitive, this move can be daunting, especially for entrepreneurs and start-ups.
Uppercase offers short-term retail rentals across North America’s top commercial districts. With storefronts in New York, Toronto, Chicago, Seattle, Vancouver, and Los Angeles, each space is hand-picked to help businesses thrive.
My work with Uppercase includes neighborhood and retail space descriptions. Touching upon the unique vibe of each location, the content helps retailers make an informed decision and guide them throughout the process.
Telling the story of a luxury retail brand
Attracting the likes of Victoria’s Secret models and fashion-forward shoppers, Lamarque creates luxury leather products and contemporary apparel. Founded in Montreal in 2012, the brand focuses on wearable, attainable luxury, all while prioritizing individuality and personal style.
My work with Lamarque spans the content on their e-commerce site. Working on campaign blurbs, product descriptions for seasonal and special collections, and brand-book edits, the brand voice is minimal, rich, and sensory.
Creating tailored online experiences for small businesses
Collective Design is a full-service digital agency founded by three tech and design experts. They adopt a user-first approach with every decision being backed by strategy and research.
I was approached by the co-founder of Collective Design in 2015. This was my first experience working with UX designers and hearing the term “microcopy”. From there, I found a natural connection between copywriting and UX. Writing from a user-first approach is a practice that all copy (especially online) should adhere to.
My work with this talented team spans a wide range of projects. From UX writing for a food-delivery app, creating interface content for the Red Cross, working on interaction flows for real estate companies, and refining case studies for the agency’s site, this collaboration changed the way I write for the web.
Localizing an online banking experience
As leaders in the banking world, HSBC needed transcreation work for their French website. Differing from simply translating French to English, this entire website overhaul required me to adapt the content for an English audience with a focus on accessibility.
Following a strict set of nomenclature guidelines, I adapted the messaging across the site’s major pages. This included banking products such as credit cards, life insurance, student loans, and wealth management.
Improving the online shopping experience and launching a loyalty app
Garage is a fashion brand for teenagers and young adults. Under the Group Dynamite umbrella, they were founded in Montreal and have more than 300 stores worldwide and an e-commerce site.
Managing Garage's online presence, I partnered with research and product teams to create content marketing strategies. Honing my skills in UX writing, I created copy for Garage's mobile application and rewards program. Along with updating content on e-commerce site, creating email opt-ins, and writing copy for promotions, I worked closely with marketing teams to better define our customer.
