Print projects

My extensive experience with print started 15+ years ago when I worked for a small travel book company. I interviewed clients who wanted to showcase their businesses, clubs, organizations, nonprofits, and communities, then translated their visions into enticing and original stories in beautiful travel books.

When I began working for Sierra, I expanded my print experience immensely, doing catalog work — writing that ranged from informational product copy to entire catalog concepts, copy, and design — each with a consistency that matched their digital counterparts. I also wrote and helped envision the design for various outdoor adventure guides, brochures, postcards, and informational pieces. One of my favorite jobs was writing the catalog cover headline. You’ll see a carousel of those below.

I was the editor-in-chief of Sierra’s company-wide print newsletter, and I led team of eight writers and designers to execute it quarterly for over 30,000 employees worldwide. Once that became too much of an expense, we pivoted to an interactive digital newsletter that, at the time, was really innovative for an internal communication.

At CSU, I worked with the Creative Services team and Admissions directors to rewrite, reconcept, and re-create publications for student recruitment as well as informational print materials. I was heavily involved in the overall strategy and created copy for postcards, posters, brochures, banners, and beyond. (You’ll see my favorite postcard below. I love that headline on the back.)

Guest writer: Link magazine

When I started working for Colorado State University, my role as the main copywriter for academics took off. As such, I was offered to write guest spreads in Link magazine, a higher-ed publication designed specifically for school counselors. I periodically write content about our academics for Link. Here’s one of my favorites; we were one of the first universities in the country to create a data science major, and now they are all over the place.

Sierra Catalogs

When I started working for Sierra, they had NINE separate catalogs sending to customers all over the world. I was immediately the head writer for three of them: Shoes, Attire, Adventure. Soon after, I was the main copywriter for all catalogs, and we condensed them down over the years until we were sending one larger catalog monthly, and several gift-themed catalogs near the holidays. Here are some of my favorite spreads, which I concepted, wrote, and helped with look and feel.