Joie

concept writing & copywriting (email, website copy, product descriptions)

From 2014-2019, I held two writing roles at Joie as copywriter for the marketing team and also as a concept writer under Joie’s concept director.

As Joie’s copywriter, along with sister brands Equipment and Current/Elliott, I wrote product descriptions for each season, website and campaign taglines, and email copy.

Concept writing involved internal storytelling: I worked with Joie’s Concept Director to articulate the through-line for each season’s theme and wrote background for icon inspiration and color palettes. The resulting concept book informed and inspired Joie’s designs.

  • Black and white photo of a woman sitting in the driver's seat of a vintage truck, wearing patterned striped pants, a sweater, and a textured cardigan, with text on the left side reading "Summer Delivery II Concept" and "Surf Gypsy."
  • A collage of black and white and color photos of Jane Birkin, including her smiling, sitting outdoors, and with a woman in a large sun hat. There is a photo of her at an ice cream truck. The collage reflects her bohemian style and her international travels.
  • Two women sitting on a hammock outdoors on a sunny day, with a patterned textile laid out beside them
  • Collage of four images featuring women in summer, including a close-up of a woman wearing a striped top with a necklace, a woman kneeling on a patterned floor with a wide-brimmed hat, a woman sitting on a beige couch with a hat and dress, and a woman lying in water wearing a striped swimsuit.
  • Text excerpt about Carly Simon from a 2016 publication, mentioning her inspiration, her voice, her style, and her influence.
  • Image of a color palette including various shades with handwritten labels such as 'dusty indigo,' 'blueprint,' 'sable,' 'earth,' 'camo,' 'yellow trump,' and others, accompanied by a paragraph describing the inspiration behind the colors.
  • Fashion models wearing bohemian and tribal-inspired clothing, patterned fabrics, and layered outfits, with a mix of color and black-and-white photography showcasing different style elements.
  • A collage featuring four fashion models wearing vintage-inspired clothing, with a room decorated in Victorian style including ornate blue and gold furniture, detailed wall paintings, and two women seated on a embroidered sofa.