Building brands through words, products, and ideas.
A collection of work spanning copywriting, creative strategy, product design, and craftsmanship.
Major Campaigns
Launching New Ideas
Featured Work
Through Any Weather, Filson Spring 2026
Filson Partnerships, 2021-2026
Kings of Cold, Filson Winter 2022
Role
Lead Copywriter
Overview
As Filson's lead marketing copywriter, I developed messaging for seasonal campaigns, product launches, and brand partnerships across every customer touchpoint. My role extended beyond writing individual assets to building messaging systems that scaled consistently across web, email, social, retail, experiential, video, and paid media.
Performance-Informed Copy
Growing Customer Relationships
Featured Work
Filson Email and SMS, 2021-2026
Filson Prospector Series, 2024-2026
Filson Evergreen Google Search Refresh, 2024
Filson Industry Recognition, 2025
Role
Lead Copywriter
Overview
Performance data became an important part of my creative process. It provided a form of direct customer feedback that informed messaging across campaigns, lifecycle marketing, product storytelling, and search.
Voice and Style
Evolving Brand Identity
Featured Work
Filson Women’s Relaunch, 2024-2026
Role
Lead Copywriter
Overview
Shaping how Filson communicated as a brand. I refined the voice, developed style guides, implemented AI-assisted workflows, and created messaging frameworks that brought greater clarity and consistency across channels.
Editorial: The Filson Journal
Building Trust Through Storytelling
Featured Work
Role
Lead Copywriter
Overview
The Filson Journal brought the brand to life through profiles, history, and stories from the field. My role included writing original features, editing freelance contributions, creating editorial style guides for freelance writers, and shaping an editorial voice rooted in Filson's values.
Creative Concepts
Expanding Brand Identity
Featured Work
Filson Outlier Creative Concept, 2023
Role
Creative Strategy
Overview
Developing a conceptual creative direction that explored how Filson could connect with a younger generation while remaining true to its heritage. Presented through a series of mood boards, the concept explored a distinct Pacific Northwest identity.
Apparel Design Concepts
Exploring Modern Heritage Design
Featured Work
Filson Harrington Jacket Design Concept, 2026
Filson Mackinaw Wool Donkey Jacket Design Concept, 2026
Role
Apparel Concept Design
Overview
Creating new garment concepts rooted in classic menswear and Filson's heritage. Drawing from the brand's signature materials and design details, each concept explored products that felt like a natural extension of the collection.