PORTFOLIO

Magnolia Post Newspaper, Fall 2024

A bit of nostalgia reinterpreted for today. Bridging educational pamphlet with brand storytelling, the Magnolia Post is a retro-inspired newsprint that exists on the Silos grounds in Waco, Texas. As Creative Director of Brand Experience, I led a team of writers and designers to create a free offering for visitors that would be both helpful in advertising all Magnolia entities while feeling like a keepsake worth taking home.

Magnolia Retail Launch, Spring 2024

At first light. Open eyes, everything before you. Drawing on the theme of “possibility,” this spring campaign was designed to capture the sense of hopeful expectation that marks a new season. As Creative Director of Voice, I concepted the initial motivation while leading a team of writers to create web, email, paid media, and social assets that balanced that editorial narrative with strategic, product-forward copy.

Christmas at the Silos, Winter 2023

Get excited for a month of merry. The most wonderful time of the year comes to Magnolia. This annual on-site celebration sees the Silos grounds transform, welcoming visitors to take in the holiday spirit. As Creative Director of Voice, I led copy across the marketing campaign for the month-long experience, which included web, social, and email assets, plus a billboard and in-person signage.

Silobration, Fall 2023

Celebrating 20 years of the brand with its biggest party yet. Magnolia’s annual, three-day event emphasized its hallmark elements (colors, fonts, imagery) to educate visitors on Magnolia and Fixer Upper history while feeling fresh and looking forward. As Creative Director of Voice, I led a team of writers to create engaging, clear copy that balanced energetic language with practical information for email, web, and social channels, plus directional signage, displays, and printed assets to ensure a cohesive execution.

Silobration, Fall 2022

Remember what it felt like to finally have fun again? In its first large-scale event post-pandemic, Magnolia’s annual, three-day Silobration drew on the idea of coming together with retro-themed branding for its vendor fair, concerts, pop-up activations, and rollerskating rink. As Creative Director of Voice, I led a team of writers to create brand-centered copy that capitalized on enthusiasm for gathering with practical information for email, web, and social channels, plus directional signage, displays, and printed assets for a cohesive execution.

Magnolia Perks Program

Door’s open! Come on in. The Magnolia Perks program was created as a way to build brand loyalty while supporting a like-minded community of customers and fans. The charge to my team, as Creative Director of Voice, was to create a messaging tone that felt fun and friendly while highlighting the many advantages of joining the list—a place for more playful language as compared to elsewhere within the brand. Assets included webpage copy, email campaigns, paid media, social copy, and in-store signage.