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 Even worse, many of these outdated formulas actually clog and degrade fabrics — specifically super tight-knit activewear — so your clothes don’t last as long.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.

Define “Rich”.

Elevations Credit Union isn’t your average bank. As a local not-for-profit financial institution founded in and for the Colorado community, its goal can be summed up in a single word: prosperity. But not just individual prosperity. Shared prosperity. Elevations believes that when one person prospers, everyone around them does too. It’s like a kick-butt butterfly effect of flourishing finances for all.

I’ve been lucky enough to work with this amazing organization on and off for about a decade, and was recently asked to integrate their new Prosperus Together positioning into web copy, collateral and a whole slew of other communications.

Keep an eye on elevationscu.com as the new messaging rolls out over the next few months. And scroll down to the blue box on this page (seen below) to download the full Community Prosperity Report, a piece in which I was also happy to lend a helping hand. Because you know what they say: when you bank local, your money stays local, and I can’t think of anywhere better for it to be.

Pact Packs

Pact‘s new brand and updated packaging are officially out in the world, and I recently spied the righteously organic collection at Whole Foods Markets in Longmont and Boulder.

The clean, green look and logo complement the brand’s “organic cotton, only and always” creed while the simplistic design brings our new positioning to life: You’re the best part of any outfit anyway, so Pact provides head-to-toe, planet-conscious basics that let you wear your true self on your sleeve. And your feet. And legs. And butt.

I’ve loved working on this feel-good apparel brand — from brand positioning and social campaigns to packaging and web copywriting — and I’m not lying when I say that half my closet is Pact at this point. Seriously though, even the dress I’m wearing in this photo and (TMI alert: the undies underneath) are Pact. Want to rock my easy-breezy maxi dress look? You may have missed this pattern from last season, but they have plenty of colors and styles to choose from online or at Whole Foods Markets across the country.

Beforeplay Got Some Play…

Beforeplay.org is one of the projects that I can’t help but cherish. Eckhh…cherish is kind of a weird word, isn’t it? Right up there with mollycoddle. And tender. And moist. Man, I’m realizing I have some real issues with soft, comforting words. Maybe I need to unpack that with a mental health professional at some point…

Regardless though, if I could have written for Beforeplay.org for a decade, I would have. I was lucky enough to be hired by Vermilion to write this sex- and sexuality-positive website and advertising campaign when it first launched in 2012, and it’s still making an impact more than seven years later. Just yesterday, Rachel Maddow gave mad props to our work when speaking to John Hickenlooper about Beforeplay and his campaign to provide affordable long-acting reversible contraception (IUDs and implants) to Colorado women. The program has reduced unintended teen pregnancies by 54% and teen abortions by 64% across the state. #BOOM

Check out the full video clip below, and in the meantime, I’ll humble-pride in the fact that I had even a small part in making sure all women have access to reliable reproductive healthcare. The future be female, folks. Let’s rock.

Could This Packaging BEE Any Cuter?

Honey Bunchies is a company that Faven Creative and I have been “flirting” with for years, and I’m thrilled to report that the adorable brand update we did for them is now IRL. So, I guess that means Honey Bunchies finally agreed to marry us 🙂

These insanely delicious snack bars are basically Winnie the Pooh’s fantasy. 42% of each bar is pure honey, and the rest is crunchy nuts, sunflower kernels and a whole lot of love. They’re made right here in Colorado by a passionate family that I’m now proud to call my spirit spouse.

It was an honor to help with the full packaging update, including flavor naming, wrapper copy and display box messaging, which will hit shelves this June. So, watch for the buzz to begin at your favorite store or buy online now at honeybunchies.com. You can also get a little taste of the new copy and see the previous branding below.

There’s only one Honey Bunchies.
Well, actually two. First, there are our bee-lightful handcrafted bars that are 42% pure honey and 100% sweet, salty deliciousness. And second, there’s the namesake. We’re a family company — owned and operated since 2010 — and when Dad created these sensational snacks, no title felt more fitting than his loving nickname for Mom: Honey Bunchie.

Previous Branding:

Want to Hang With Whit?

Guys.

Guys.

Seriously, guys. This is a cool one. I was first introduced to Whitney Port when I used to watch her on MTV’s The Hills, and then later, her spinoff The City. I legitimately remember telling my husband more than once that “I like Whitney best. Actually, she’s the only one I like. She seems like a nice person.”

Fast-forward ten years to 2018 when my clients at 1908 Brands acquired Bundle Organics™, the bomb-diggity motherhood nutrition brand co-founded by — you guessed it — Whitney Port. I attempted to muffle my squeals of excitement, and I’m only half-ashamed to admit that I only half-succeeded. I. Was. PUMPED.

For the past year, it’s been a privilege to work with Whitney on the Bundle Organics brand, from positioning and tagline (#MomAsYouAre) to packaging, web stuff and events. And now, I can honestly report that she is just as lovely, if not lovelier, than I expected. As normal folk, we always want celebrities to be good people, don’t we? And it’s such a bummer when you hear those stories about your favorites being jerks. But Whitney is an absolute pro and a delight to work with, so I was beyond honored when she asked me to help script the trailer and promo messaging for her new podcast, With Whit.

Photo credit: @WhitneyEvePort

On the show, Whitney will be talking to a range of fascinating people, including close friends and family who have known and loved her for decades and experts in the fields of fashion, beauty, motherhood, wellness, relationships and more. The conversations will be “real, raw and sometimes ridiculous,” (I wrote that part for the trailer, hehe), so you can bet it’s going to be some gooooood listenin’.

The first two episodes of With Whit post next week on May 21, so make sure to listen to the trailer and subscribe on Apple Podcasts (or wherever you get your podcasts) so you don’t miss a minute of the fun. Many thanks to Whitney for trusting me to help out on your passion project, and I can’t wait for The Hills New Beginnings to premiere on MTV this June. You can bet your Hollywood butt I’ll be watching.

Get in on Getaround.

I don’t know about you, but I’m all about the sharing economy. I love the idea of a world that produces less stuff and creates more connections by following a lesson we all learned in kindergarten: share. Or in my case: “Damnit, Erin! Share with your sister!” With my now-matured love of the ol’ give-and-take, you can probably imagine my glee at the opportunity to write a series of email campaigns for Getaround, a peer-to-peer car-sharing service based in San Francisco and driving its way across the U.S.

Not only does Getaround make it super easy to rent a ride right in your own ‘hood (you unlock your rental on-demand from an app on your phone), but it also helps car owners earn extra cash on their wheels that are just taking up space parked somewhere.

Check out Getaround on their website or download the app to start car-sharing today. It’s perfect for everything from weekend getaways (fit your whole crew in a Jeep or SUV), commutes (sensible sedans aplenty), moving (pick-up trucks you don’t have to beg your friend to borrow), running errands (in a convertible…to look cool when you go pick up your prescriptions), or just going for a joyride (Tesla, anyone?). Thanks to the Getaround team for letting me write for your rad brand, and to designer Chad Morgan for bringing me onboard. Can’t wait to put the pedal to the metal on many more campaigns to come.