Just a Few Newbies…

I have so much cooking at the moment that I couldn’t help but make this blog a threebie. Here’s what’s happening lately at EBB Copywriting + Creative.

1. Denver Museum of Nature and Science Extreme Sports Exhibit
What is an extreme sport if not an exercise in play? As adults, we learn how important it is to hold onto our sense of childlike wonder, and Extreme Sports tells the stories of extreme athletes who have done exactly that. I tapped into my own inner wild child to help Urban Canvas concept and write this campaign for DMNS‘s newest exhibit that opened just yesterday (through April 12, 2020).

2. Made In Nature Variety Promo
Asking Made In Nature to choose between their organic Supersnacks is like asking a parent to pick their favorite kid (though secretly they might like one better than the others, they’d never admit it). I teamed up with Urban Canvas once again to create this social and email promotion enticing customers to try everything this righteous snack brand has to offer. Use code VARIETY on the site to save 25% on EVERYTHING until midnight tonight.

3. Boulder Country Day School 2019 Gala Invitation
Boulder Country Day School…or Hogwarts School of Witchcraft and Wizardry? On October 19, they’ll be one and the same. I love helping BCD bring their awesomely over-the-top gala themes to life with language, and this year’s invitation really takes the cake (or bag of Every Flavour Beans). I mean, who wouldn’t want to transform “Dress Code” into “Uniforms Required” or request meal preferences with the line “Upon which beast will you feast?”

Japan In Haikus.

It’s my first day back at the ol’ laptop after two exhilarating-slash-exhausting weeks wanderlusting my way through Japan. It seems only appropriate to share the highlights via haiku, so in true Japanese fashion, get ready to count some syllables and away…we…go…

Mount Fuji summit
Climb all night for sunrise time
Breath taken, mind blown

Organized chaos
Screaming neon of Tokyo
Sea of flowing lives

Aisle of bamboo
A forest humming with height
Peace and crickets chirp

Walk the torii gates
Fushimi Inari Shrine
Thousands of steps blessed

Nara’s wild deer
Nipping my legs to be fed
Every welt: worth it

Pulsing Osaka
Back and forth in time we go
My heart is still there

Big thanks to all of my clients for putting up with me while I peaced out on this adventure. It’s good to be back tickling the iMac ivories, so hit me up and let’s get to work.

Where You From, You HEXy Thing?

Out with the old, in with the new HEX Performance laundry detergent bottles! That’s right, folks. Our sparkling new design is now on store shelves and online, and the rest of this makeover is mere months away. From Fabric Conditioner and Deodorizing Spray to their super-cool-new-dryer-product-you’ve-never-EVER-seen-before-and-I-can’t-wait-to-tell-you-about-but-it’s-a-secret-for-a-little-while-longer, HEX has everything you need to Clean Up Your Activewear™. It’s powered by science. It’s skin-friendly, planet-safe and biodegradable. And I use it on every single thing I wash because it gets the stink out yo stuff like crazy pants.

Check out this before-and-after — well, after-and-before if you want to be a stickler about it — and make sure to read all the rad new copy when you buy your own bottles. I wrote them with my own two hands.

NOW (sexy HEX):

THEN (a little too science-y):

It’s Snack-to-School Time.

As the kiddos head back to class, it’s time to shop for school supplies. Ask Made In Nature what’s required on their list, and I’d bet the $7.67 in my pocket they’ll say “organic Supersnacks.” They’ll also probably list a unicorn, rollerblades, scented stickers and one of those drugstore bouncy balls that’s too light to throw. (They like to have fun.)

(Banner ad design by Urban Canvas; creative direction and copy by me)

All the top students agree that nutrition is mandatory for A+ work, so head over to madeinnature.com for snack-to-school savings (use code GET10) now through tomorrow. Also, you should totally sign up for their newsletter — cue the positive peer pressure here — so you never miss a sale. Or just head to your fave local retailer to grab some Supersnacks in real life. I found our latest craze, Veggie Pops, at my local Safeway store and somehow managed to contain myself to only three bags. In one sitting.

Bon Appetaggio!

Seldom do I have more fun working on a naming project than I did on this one for Fiorucci. Fiorucci is basically a legend in the meat and cheese world — a virtual smorgasbord of fine Italian deli meats under a brand that’s been around for more than 160 years. Their products are deliciously authentic, exceptionally high quality and a perfect homage to their Roman namesake, the Fiorucci family.

As part of the Sigma family of brands, Fiorucci stands for flavor, passion and culinary creativity. As such, the brand’s latest snacking innovation needed a sophisticated, international-sounding name to match. The new products are fruit-infused cheeses wrapped in cured meats like prosciutto and salami, so the Sigma team challenged me to generate names that sound Italian and cue tempting flavor, but aren’t actual Italian words. They also wanted the name to make sense to English speakers since the products were launching in the U.S.

The winning name is Appetaggio™: a heavily Italian-influenced coined word that rolls off the tongue and is just downright fun to say. Visually, its two pairs of double letters complement the double-c in Fiorucci for a natural brand fit. The name originates from ‘appetite’ or ‘appetizer’ (a nod to snacking) + the suffix –aggio, which indicates the root verb of a noun. So basically, its own Americanized way, the name means ‘to have an appetite’ or ‘to snack’.

(Image credit: Fiorucci Foods)

Look for all four flavors of Appetaggio products, plus other Fiorucci favorites in a grocery store near you. And until then, arrivederci my friends.

Bundle — and Bosik — on The Hills: New Beginnings

I’ve been running around my house like a catnip-crazed kitten all morning because my client Bundle Organics and its superstar co-founder Whitney Port were a major part of last night’s episode of The Hills: New Beginnings on MTV!

I’ll pretend that that’s the biggest news…but the reason I’m really, REALLY excited is that I got to be in the episode too! (Cue my head exploding) The Hills crew was on-site shooting during our big brand photoshoot last year, so the 1908 Brands creative team — including yours truly in the yellow cardigan — made a cameo appearance. Check out the clip below to see some of the #BundleOrganics love, and watch the full episode on MTV now. It’s Episode 6 called “I Don’t Think We Can Be Friends,” but it should totally be called “Whitney and Bundle Organics Rock Your Motherhood Socks Off!”

Full Function, Faster.

Introducing Fullswift Mobile Physical Therapy: a new company, a fresh name, a standout positioning and a whole new approach to PT.

Fullswift is one of Boulder’s first and only full-time, mobile-only physiotherapy practices bringing expert treatment to your body and mind where you live, work and play. Translation: potential is everywhere, so Fullswift comes to you. Could this BE any more convenient? (said like Chandler from Friends).

Jesse Modica is the man behind the brand, and his wife Lisa lends her smarts to keep the company running smoothly. This literal “power couple” brought me on to build their brand from the ground up, starting with a full positioning exercise to reveal their unique truth: Fullswift believes that full functionality is the ultimate boss move. Then we moved on to naming, tagline, brand expression and a new website coming soon 🙂

In short: your optimal movement is Fullswift’s ultimate mission. Whether you’re a busy professional, a stay-at-home parent, a young athlete or anyone in between, they see everyone as a boss. Just say when, where, and be ready to put in the work, and Fullswift will get you back in driver’s seat of your health and happiness — on your terms and in your space — so you can get back on track like the boss you are.

I brought on the always talented Rachael Harp to create the new logo, look and feel for Fullswift, and she crushed it like some drunk dude’s beer can on his forehead. So, keep an eye out for “the boss van” riding around town like PT heroes and popping up at local events like Bike to Work day last month (see insta image above). And if you find yourself in need of some bodywork but lack the time to drive to an office, just remember that I know a guy.

Clean Up Your Activewear.™

Traditional laundry detergents haven’t evolved much in the past 50 years. Tide: same old. Gain: same old scented. Arm & Hammer: yawn. All: whole lotta blah. Seventh Generation: eco-friendly, but not get-the-job-done-friendly. You catch my drift.

These days, most detergents just mask odors versus removing them, which means even after washing, bacteria, body oils and goopy detergent residue still stick around in your clothes and create a lingering odor. It suddenly makes sense why the entire category is so heavily fragranced, right? Even worse, many of these outdated formulas actually clog and degrade fabrics — specifically super tight-knit activewear — so your clothes don’t last as long.

No one else was fixing the problem, so HEX Performance stepped in. And lucky for me, the last few months of my working life have been full of this boundary-breaking brand. NOTE: I’m also a diehard convert and will never wash with anything other than HEX if I can help it. You seriously HAVE to try this stuff. As a daily runner and gym lover, I have some seriously stinky gear, and the small and mighty HEX molecule gets clean done like crazy. #NeverGoingBack

HEX Founder Drew Westervelt is a born innovator and pro athlete who originally sought out to create a product that would clean and protect artificial turf without harming the environment. It was a game-changing idea that also happened to spark a completely new perspective of the laundry category. Drew recognized that turf and synthetic fabrics are both made of plastic. That meant his same science could also work wonders on activewear, helping fabrics perform better and last longer — all without harsh chemicals or traditional detergent downfalls.

Today, HEX Performance laundry detergents, sprays, fabric conditioners and other innovations are the real deal. I’m talking fabric-cleansing-and-caring tech so advanced that it can penetrate even the tightest-knit performance fabrics. It eliminates odors at the source. It protects against stains, stink and damage. And it makes clothes feel as fresh as the first time. HEX yeah.

A kajillion thanks to Karissa, Tom, Jerri, Drew and the whole HEX crew for inviting me to be part of your team. From copy and product strategy to packaging and website copywriting, tagline and naming, I have loved every minute of this journey together. So, here’s to bringing HEX into the next generation with its hot new look, unstoppable science and rocking crew. And to all the readers out there, stay tuned for updates on what’s next with HEX.

Truly Grass Fed: From Ireland to America

Truly Grass Fed is a revolution in modern dairy that hearkens back to the basics. Small herds and a passion for the art of farming. Clean, wholesome dairy made by happy, healthy cows who graze in open pastures. A deep dedication to progress and the welfare of our world. That’s the difference of Truly Grass Fed: it truly is the cream of the crop.

It’s been an amazing journey as part of the SRG team that brought this international brand to life, and I was lucky enough to contribute to the overall brand strategy, plus packaging and website copy. Now I’m thrilled to announce that the Ireland-grazed goodness of Truly Grass Fed salted and unsalted butters and aged and sharp cheddar cheeses have officially hit U.S. store shelves.

Amazon Fresh also has the goods if you prefer to shop online, and regardless of where you buy, the quality will be unlike anything you’ve tasted. Truly Grass Fed’s remarkably creamy and naturally nourishing dairy is non-GMO, free from hormones and antibiotics, and raises the quality bar in every respect possible.

So, head to your nearest grocer and get a chunk o’ cheddah or a block o’ buttah (did that make it sound more Irish?) to support this irresistible brand of the Emerald Isle. Truly Grass Fed truly cares more about their cows and the planet than they do about profit, and I can’t think of anything more admirable. Oh! And check out this article I got to write regarding Truly Grass Fed’s regenerative farming practices.

Click to Snack.

How old were you when you realized that the very best snacks are made exclusively by nature? I’ll tell you: you were today years old. Because I’m here, right now, telling you.

Made In Nature is one of my longest running clients (we’ve been in creative cahoots for about 7 years now), and I’ve had a blast giving this previously sleepy organic brand a loud and proud tone of voice. We’ve been through a full rebrand together, new websites, countless campaigns and promotions, and a top-to-bottom packaging rework of the brand’s 50+ products. I’m tired just reminiscing about it…

But enough with the history lesson, let’s talk about today. Recently, Made In Nature came to me with the challenge to write a whoooooooole bunch of Facebook and banner ads to support their online advertising initiatives. They had to be punchy. They had to be pointed. And most of all, they had to get people clicking. Below is a taste of the delicious results, with major props to the gang at Urban Canvas for their undoubtable design brilliance. Looking snappy, MiN.