Brand storytelling services: Navigation | Basic SEO | Website Copy | Bios
Check out this food & product photography studio: FullTilt.studio.
«« Hit the video for the site experience.
FULL TILT website rewrite
Category: Copywriting
STORY STORY LATE-NiGHT postcards
Bird’s-eye view: From the tagline “positively shameless” to the black sheep twist on the mainstage logo, Story Story Late-Night is one of my favorite creative projects of all time. As the co-founder of this 15-year-old storytelling nonprofit, I’ve stepped off stage but still write all the postcards.
Brand storytelling services: Copywriter | Storytelling program founder
Creative partners: Julia Green
BEAUX GLOW brand voice
Bird’s-eye view: Beaux Glow is a skin, sex and self care oil made from bare nature botanicals to outperform them all. A co-founder, I went deep into the backstory and bones of the brand identity to create a standout voice from scratch (paper) that hits just right. Highly suggestive with hard/core authenticity and crass reverence (the voice section of the brand guide explains), Beaux Glow speaks to women in mid-life who, as The New Yorker recently put the menopause-timed phenomenon, “want a room of one’s own, and they want to have a lot of sex in it.” BeauxGlow.co
Brand storytelling services: Copywriter—packaging, brand guide, website & launch video | Creative director—including Beaux Glow booth | Shopify designer | Brand founder
Creative partners: Alex Rhodes, Anna Demetriades, Ashley Erhlebach
FEMININITY product + website rewrite
Brand storytelling services: Product Packaging Copy | Website Copy
Check out this Himalayan sea berry powered brand focused on natural healing: Femininity.life.
«« Hit the video for the site experience. In the photos, see the AFTER first, then scroll down for their product and website BEFORE.
BEFORE»
Protected: Commercial Tire “Take Care” campaign
CLARE THIBEAU website rewrite
New website for an executive coach with an MBA backbone.
PayPal small business spotlight
Bird’s-eye view: Working for the Office of the CEO of PayPal, I put a spotlight on the small businesses that use PayPal with posters by vendor stations, postcards in gift packages, and personalized social posts for team members to spread the word.
Brand storytelling services: Copywriter | Creative Director
Vendor poster»
Gift postcard»
ETHOS website rewrite
Brand storytelling services: Website Rewrite…new WordPress theme selection | new navigation | all web copy | theme programming build out (not available to most clients) | from Brand Storyseller plug & play kit headlines + taglines
Hit play to get the bird’s eye view, or see the new site for this dynamic, women-led design+build firm: EthosDesignRemodel.com.
WHITE CLOUD RAFTING website rewrite
Client: White Cloud Rafting | Design: Jenny & Co. | Copy mission: In the competitive environment of Stanley and Sun Valley, White Cloud needed a total website and brand refresh as accessible, approachable, fun-loving and trust-worthy as the owner and guide team behind this legendary rafting company.
Results: A dramatic increase in bookings.
Your website is a moving advertisement, a customer vetting vehicle & a dynamic sales/lead generator. Use every inch wisely.
I turn rotating banner headlines into quick ads that sum up & sell the business.
Fun times ahead.
The homepage has everything in one go: SEO- and people-friendly elevator copy, raving reviews for extra peace of mind & calls to action in the sidebar.
River trips
Kayaking
Fishing
About
By highlighting reviews, we showcase the experience in a real way—plus drive more reviews down the way.
Nothing beats the experience of a day on the river (or the web) with WhiteCloudRafting.com.
Protected: IDAHO LOTTERY “Powerball”
Protected: COMMERCIAL TIRE “We Own It” complete campaign
Protected: PIONEER CREDIT UNION “We Go There” brand campaign
Protected: FLYING PIE PIZZA complete brand refresh
Protected: WESTERN IDAHO FAIR “We’re Baaack” campaign
Protected: IDAHO LOTTERY Frenzy scratch tickets
Protected: CORWIN FORD “Pickup & Go” TV
Protected: ADA COUNTY LANDFILL “Let’s Talk Trash” educational campaign
Protected: WESTERN IDAHO FAIR “Wild Side” + “Best Dates Ever” campaign
Protected: Moovia theater seating website
POWER ENGINEERS recruitment brochure
D&B SUPPLY brand guide
D&B Supply went through a comprehensive branding workshop with Oliver Russell, and I wrote the resulting brand guide to help the entire organization live it, breathe it.
LONESOME LARRY pro-bono guerrilla campaign
client: Idaho Rivers United | copy mission: To tell the true action-adventure story of Lonesome Larry for his 20th anniversary by sending out an intern in a human-sized sockeye salmon suit to the far reaches of Idaho. Bringing surprise and delight to the most unexpected places, Lonesome Larry handed out branded coasters that tell his story with a link to a compelling website. All documented on social media. The entire campaign is my concept on zero budget—and was a wild success. This is a spoof on the brilliant Dos Equis’ “The Most Interesting Man in the World” campaign.
HANDOUT COASTER CARDS
RADIO SPOTS
“His commute makes the Iron Man look like a walk in the park…”
“His fish story reads like an action-packed thriller, except it’s true…”
“In a race for the very survival of his species, one lone fish prevailed…”
NEW KNOWLEDGE ADVENTURES fall catalog
client: AARP Idaho | design: W Design | copy mission: To launch this peer-driven continuing education program in the Treasure Valley with a captivating 20-page catalog for the breakthrough fall semester, complete with cover copy that has “open this now” direct mail appeal.
results: Registrations and the response from the community far exceeded expectations. As a result, nearly twice as many classes will be offered in spring 2016 (and I wrote that catalog too).
Imagine this folded, and in your mailbox.
IDAHO YOUTH RANCH annual reports
client: Idaho Youth Ranch | design: Rizen Creative | copy mission: To show the extraordinary breadth, scope, and reach of the Idaho Youth Ranch through the lens of one extraordinary kid’s story—and promising future. In one 20-page annual report.
I also wrote the bulk of the Idaho Youth Ranch website too. «check it
HP K-12 direct mail
Made for the educational market, this HP direct mail piece grabbed attention with a free cap give-away. With Oliver Russell.
STORY STORY NIGHT website
Client: Story Story Night | Design: Jenny & Co. | Copy mission: Because everyone has a story, the new Story Story Night website needed to match the magic of its popular live shows—and detail the different programs and storyteller outreach the nonprofit provides. With new information architecture and full-tilt copywriting…Boom! There it is.
Results: Due to my visionary marketing and creative direction over the course of 6 years, this program is now one of the most consistently popular in Boise, with sold-out monthly crowds of 200 to 300. The website now sees heavy web traffic, with an astonishing 7,000 unique visitors and 60,000 page views a month.
Home page with rotating banner headlines
Shows
Storytellers
About
I’m the MC and creative driving force behind the Story Story party.
Blog—I write all the press releases (and everything else) for the program
Support
Check out the remarkable full Story Story Night site. Make magic happen in your business, and contact me. Boom!
IDAHO YOUTH RANCH brochures
HP Mobile Workstation direct mail
HP commissioned a direct mail piece to send to creative types to promote the design-ready Mobile Workstation. Just my speed. With Oliver Russell.
CONCORDIA LAW viewbook
Concordia Law hired me to write several viewbooks. Design by W Design.
STORY STORY NiGHT postcards
Story Story Night promotes every season with a unique postcard. I also come up with the themes for this program. Design by Neighborhood All Stars.
HP Healthcare direct mail
HP wanted a direct mail piece to show off the security of the innovative Mobile Thin Client in the healthcare world. So we designed a map to show how the new technology would fit perfectly in a hospital. With Oliver Russell.
HP Game-Changer direct mail
Pop out computers? Meet the HP game-changers. With Oliver Russell.
HP ABA direct mail
Targeted to members of the ABA, this HP direct mail piece featured slide out panels with sales impact. With Oliver Russell.
ZARIAN MIDGLEY website
I wrote the tagline, ad, and web copy for a boutique intellectual property law firm in Boise, Idaho (now merged with a much larger practice).
CONCORDIA LAW brochures
Concordia Law wanted to highlight programs for law supporters and professionals in Boise. I named the Legacy Mentor Program and wrote the copy. With W Design.
CONCORDIA LAW postcard series
Concordia Law sent out a series of postcards to prospective students to weigh out the law school education equation. With W Design.
HIDDEN SPRING print ads
IDAHO RIVER UNITED water conservation ads
In partnership with United Water and other sponsors, the river conservation nonprofit Idaho Rivers United would publish a black-and-white water conservation ad campaign every summer. With Bethany Walter.
THREE RIVER WINERY magazine articles
Published seasonally, I concerted, researched, wrote, and edited this beautiful, 2-color newsletter for Three Rivers Winery in Walla Walla, WA. With Stoltz Marketing Group.
SWAP CO-OP print ad
A parent-focused print ad to help trade it up for Swap Co-Op. 
HP Women Business Owners direct mail
Targeting female business owners, HP sent out this direct mail offer promoting the perfect do-anything notebook PC. The tone of the copy focused on following your vision, and the sweet giveaway, not too stereotypically we hope, was chocolate by the amazing woman-owned company, Vosges Haut-Chocolate. With Oliver Russell.
HP Bond brochure
HP asked for a funny, compelling brochure for their corporate sales retreat themed to the James Bond movie, For Your Eyes Only. They loved the end result. With Bethany Walter at Oliver Russell.
HP Mini-Note PC sales brochure
Introducing the HP Mini-Note PC to the educational market in an actual-size way. With Oliver Russell.
ANNE FRANK HUMAN RIGHTS MEMORIAL brochure & walking tour
The Anne Frank Human Rights Memorial is a stunning space designed to reflect on the struggles and triumphs of the human spirit. When working for Oliver Russell, I was honored to write the brochure and accompanying script for the audio walking tour voiced by Bernard Shaw. Hear the audio tour»
RIVERSIDE HOTEL Ad
Riverside Hotel ad, focusing on wedding and other big-time event planning.
ZARIAN MIDGLEY Law Firm Ad
Part of an ad campaign for a boutique intellectual property law firm in Boise, Idaho (now merged with a much larger practice).
TSHEETS | Fundera articles
client: TSheets | platform: Fundera | copy mission: To position the cloud-based time tracking tech company TSheets and CEO Matt Rissell as a thought leader with dynamic articles for entrepreneurs featured in the online magazine for Fundera—the small business lending marketplace.
How to Break the Rules to Make It As a Startup
Getting the Elevator Pitch Down
ARMOR BIJOUX naming & tagline
Client: Bethany Walter | Design: Bethany Walter | Copy mission: To come up with a name and tagline for a striking line of antique and vintage sourced ethnic jewelry.
So striking, so bold, it feels like Armor, paired with Bijoux, the archaic name for jewelry. The tagline speaks to the competitive nature of fashion, but the timeless win of statement jewelry with history on its side.
ADVOCATES FOR THE WEST website
client: Advocates for the West | design: Bethany Walter | copy mission: To completely rework this environmental law advocacy nonprofit’s website with new information architecture and copy that shows the power and beauty of the West—and why it’s so worthy of being protected. (And why Advocates for the West is so worthy of your donations and support.)
Rotating banner headlines & a clear, engaging speak to the heart and purpose of AW.
Infographics say it straight.
The West.
The Work
Infographic with circular logic that makes you want to give & give.
The Wins
The Advocates
The Support
A high-class website creates a higher support rate and better profile in the community
No screenshots beat the actual experience of this breathtaking website, so check out AdvocatesWest.org.
ONION COMMISSION “The Bulb” magazine articles
For the Idaho Eastern Oregon Onion Commission, I concepted, researched, wrote and edited this magazine-style info-letter called, The Bulb. Not to be confused with The Onion. With Stoltz Marketing Group.
HEARTHSTONE editorial magazine articles
From article ideas to research and interviews to writing and editing, I singularly crafted the copy for this quarterly 12 page lifestyle magazine for Hearthstone fractional ownership vacation home real estate in McCall, Idaho. This magazine establishes Hearthstone as a friendly insider guide to McCall—then a less well-known, up-and-coming resort town. I hyped up the history, dining, outdoor activities, sightseeing, owner spotlights, and other possibilities of this remarkable place and property, alongside subtly selling the overall concept of fractional ownership. With Stoltz Marketing Group.
SUMMER/FALL 2006
WINTER/SPRING 2006
SUMMER/FALL 2007
SIMPLOT corporate ad
My first-ever print ad. Simplot liked to replace letters with objects they helped produce in their corporate ads. I brought a cow head to the equation. With Stoltz Marketing Group.
