Durling Photography needed copy for a posh marketing package they were handing out to high-end potential clients. To the left you can see some pages from the marketing package, and the main copy is below.
SERVICES PROVIDED:: Ad writing and design
OPENING PAGE COPY "Your love story is made up of thousands of unforgettable moments. Your wedding is the zenith.
Your love story told by us is an experience in timeless luxury and natural connection. We get to know you, engage you, and professionally capture your love with timeless images. Your wedding is one day, but your Durling Photography experience captures that day—and the natural joy surrounding it—forever.
Your love story is rich—and it couldn’t be better told. So, touch our stunning art prints. Choose the plan that best captures your story. Then, book us—you’ve got our number."
FINAL PAGE COPY "Your love story is waiting to be told—for family, for friends, for you.
Her eyes, her smile, every detail of her dress. Joy, nerves, surprise—waiting for his bride. The pronouncement—“You may kiss the bride.” The laughter that is inevitable. Tinkling glasses and a sparkling chandelier. A toast. A tear. A kiss in the night. Remember every detail. Let us tell your story.
Couples book up to 14 months in advance. Let’s talk, to ensure that your date is still free!"
BIO COPY "We are lovers and we are best friends. Our young romance was sealed at our sunny morning wedding on the greens of a Brazilian golf club in 2011. Together we enjoy cooking gourmet fare for friends, traveling the world, and of course, telling our story through beautiful photographs.
As full-time wedding photographers, we create stunning and natural images for discerning couples in Michigan, Chicago and around the globe. Our work has been featured in Grace Ordmonde’s Wedding Style and Modern Luxury’s CS Brides. In 2013 we were voted The Knot’s Best of Weddings.
We capture the radiance of love—forever."
SERVICES PROVIDED:: Writing and design
Smart Promo is a Canadian-owned family business with a bright personality. Their name badges help people make a great first impression! In writing their brochure copy, I played on the theme of greetings, first impressions, and personality. For the colour scheme, we used their brand colours which also shout, "Hello, look at me!" and "I'm friendly!"
SERVICES PROVIDED:: Writing and design
corporate values marketing brochure
In this project, I overhauled Priority Printing's public face. Priority is a personable, locally-owned, community-engaged company, but their marketing materials weren't communicating that clearly. I took Priority Printing's sorely-outdated corporate brochure, and boiled all the corporate mumbo-jumbo into five key phrases that summarized their core beliefs:
(1) We believe that service + quality = success (2) We believe that satisfied customers return (3) We believe that on-time performance is vital (4) We believe in caring for the environment (5) We believe in giving back to our community
These five beliefs became something of a corporate mantra and were transferred to simple, cheerful and helpful brochure that much better conveyed the down-to-earth and happy Priority Printing team. You can read all the ad copy here. The bright colours and five-statement mantra were used on a few other pieces as well, such as ads and DVD holders.
SERVICES PROVIDED::Ad copy writing and design
Designed and printed at Priority Printing Ltd.
Product Descriptions for Modern Furniture Catalog
Aristeu Pires creates warm, timeless furniture from sustainably-sourced Brazilian wood. Already a well-known brand in Brazil, Aristeu Pires is expanding into the USA in 2015, and needed a catalog for the ICFF furniture show in NYC. Aristeu is a multi-talented, humble-hearted designer and it was a privilege to write headlines, bio details and product descriptions for his catalog and website. We made creative product descriptions that make the furniture seem alive and personable, in a truly warm, Brazilian way. I also created brand guidelines and designed the catalog and other related pieces.
Katie, the owner of Spero Naturals, grew up 100% tomboy on a ranch in Wyoming. Her passion for natural living and the great outdoors led her to start creating and selling homemade natural body care products in Alberta, where she now lives. Her previous website was not showcasing the true value of her products. Like nature itself, Spero's products are pure, fresh, unique and affordable. In the copy I made clear tie-togethers between the nature-loving personality of the company and their all-natural product line. I structured the information so as to draw the reader in. Lastly, I created ads to be used in launching the new website and brand.
OLD COPY: Heading: Spero Naturals Subheading: Effective. Natural. Affordable. Pure. Beautifully alive. Beautifully you! Body: Spero Naturals creates beautifully natural and healing products for all ages and stages. Each product is carefully handcrafted using original recipes, natural ingredients and carefully selected essential oils. Our inventory is created batch by batch throughout the year and is sold directly from creator to buyer. All products are free from chemicals, preservatives, foaming agents, artificial fragrances, dyes, or other harmful additives to help your natural beauty shine!"
NEW COPY: Title: "Bring the outdoors in. Go natural with our handcrafted body care products. Heading: At Spero Naturals, we are inspired by God's beautiful creation. Subheading & Body: Like nature itself, our handcrafted, healing body care products are: Pure: Like a sparkling mountain stream, our products are free from chemicals, preservatives, foaming agents, artificial fragrances, unnatural dyes or other harmful additives. The purity of our products lets the healthy you shine through! Fresh: Just like the great outdoors, our products guaranteed to be fresh! Created batch by batch throughout the year, our products never sit around for long! After all, we make everything in Three Hills, Alberta...not China! Unique: You'll never find the same pine cone or sparrow feather twice, and neither will you find products exactly like ours anywhere else. Our body care line uses all-natural ingredients and carefully-selected essential oils, mixed together using original Spero Naturals recipes. Affordable: We understand that for most of us, healthy living must happen affordably. Think: the camping-in-the-nearby-mountains vacation, not the two-weeks-at-Disneyland vacation. Every item in our body care line is mixed in our home, to keep our products affordable for families and individuals of every age and budget. We sell directly to our clients whenever possible."
My client, a home-builder, wanted a creative kitchen description that played to the homebuyer's emotions more than on the features of the home itself. He provided the photographer's images and information about this 2.5 million dollar "storybook" home, located in Phoenix, AZ. His target audience is "a women mid- to late thirties, married with younger kids, ready to start her dream life..."
Here is the final kitchen description I gave him: "Remember way back when you promised yourself you’d be in your dream home by now? You know, the home with a kitchen roomy enough for swapping stories at family gatherings, grand enough for entertaining friends at dinner parties, and yet still peaceful and comfortable enough for everyday living? You’ve always wanted a kitchen that is effortlessly elegant, a welcoming space that does both luxury and laid back without missing a beat. This bright, enchanting kitchen is the heart of the home where you’ve already laughed, loved, and lived—your dream home."
Here was an alternate description I also wrote (this one was discarded): Entering this timeless, spacious kitchen is like stepping into a storybook. This bright, enchanting space is the place where you’ve already made memories—the kitchen you’ve always dreamed of. You can already see yourself lingering too long over breakfast here, because the morning sunshine falling through the windows is too stunning to miss. The roomy farmhouse sinks and that gorgeous view have you nearly forgetting the high-end dishwasher and soaping up plates the old-fashioned way. You’ve long since imagined a little one pressing his fingers deep into cookie dough at these marble counters, reviewing your day with a friend while dinner bubbles on the stove, or piling the relatives around this generous dining island for treats at the holidays. This elegant, light-filled kitchen is the backdrop for your most cherished memories.
SERVICES PROVIDED:: Writing (2015)
start-up branding, writing and web layout
CheapEdit, like its name, needed to start on a shoestring budget. At 22¢ per edit, they're the most affordable service in the photo editing industry. The clients (who also own a higher-end editing company) wanted a Walmart or budget grocery store feel to their cheap new brand—loud and proud. After helping with the brand development, I wrote all their tag lines and web copy. Take a look and a read here.
SERVICES PROVIDED:: ad copy writing, web copy writing
8 tips for photographing cross-cultural and international weddings
"As a photographer, have you had the opportunity to shoot weddings for clients of different cultures? That which is foreign (see also: exotic, cross-cultural, international) conjures up both excitement and a little trepidation in most of us. Photographing weddings for clients of cultures different than our own is no exception.
When we are approached by clients of international backgrounds, we should feel honored: they have chosen someone outside of their culture to create art for them. It’s a privilege to get to expand your world and your perceptions by observing customs so different than your own, so treat the opportunity that way.
My wife and I frequently photograph ethnic weddings in Michigan where we live, and I have also had the privilege of shooting on 5 continents. Here are 8 cross-cultural photography tips I’ve learned in 8 years of photographing international weddings:
1. Do your research. Prepare yourself by learning ethnic history. Watch movies and listen to music from your clients’ home culture. (Google is your friend for this task.)
2. Ask lots of questions. Find out what your clients value, and don’t be afraid to ask for further explanation if there’s something you don’t understand.
3. Reach out to other service providers involved in the same event, especially the religious officiant and wedding coordinator. Chances are, this is not the first time they’ve been involved in such a wedding, and they’ll have insights for you.
4. Study the work of other photographers who have experience photographing ethnic weddings.
5. Identify the couple’s true culture(s), and understand their relationship with their culture(s). In Michigan, we frequently photograph Indian weddings where the bride and groom were born and raised in Michigan. Their families and blood are Indian, but they have strong American ties as well. This greatly impacts the couple’s values and actions.
6. Learn some key words and phrases in your clients’ native language to surprise them on the wedding day! Try words like “Beautiful!” “Perfect!” “Smile!” “Hello!” and “Thank you”. This simple effort can make a world of difference in your rapport with the happy couple and their families.
7. Dress the part. Find out what style of clothing guests will be wearing, and blend in. They’ll appreciate the obvious effort you put into preparing for their celebration.
8. Lead in photography. After taking the above tips into consideration, remember to lead in your field of expertise. The family hired you for a reason: because they love your work and want you to be a key part of their wedding day. Take this honor and serious responsibility to heart!
In summary, to successfully photograph international and cross-cultural weddings, be an engaged and enthusiastic learner. Being eager to expand your knowledge of your clients’ background and customs pays off with meaningful images and an international experience which both you and your clients will cherish. And what more you could you ask for?
What experiences have you had photographing a wedding from a culture different then your own? I’d love to hear from you."
"We've got the green light." When Priority Printing became FSC Certified, they made a lot of noise. I developed and edited their ad copy, and then designed their various advertising pieces. This brochure and flyer set was, of course, printed on FSC Certified stocks and the brochure had spot and gloss varnishes.