Copy Direction
As Canada's #1 wireless provider, Rogers connects 11.7 million mobile subscribers in over 2,200 communities on the country's largest 5G network. When you’re leading email, SMS and print communications for a brand that Canadians rely on—speed, efficiency and personalization are your greatest assets.
Throughout my time as Associate Creative Director on the Rogers business, I led a team of copywriters to deliver thousands of assets across all of Rogers’ lines of business through a complex web of timelines and stakeholder approvals.
As part of the account’s startup team, together with Sid Lee, we carried out a fresh Visual Brand Identity, adapted their templates to Figma and elevated their tone of voice to speak to today’s customer.
Associate Creative Director, Art Direction
Sandra Tiano
Associate Creative Director, Copy
Ashley Major
- 437
- Design + Copy
Throughout my time freelancing with the brand, I worked across multiple design and copy facets of their business.
From designing and writing emails for new collections and events to creating copy brand voice guidelines, along with their creative and marketing teams, we built out a number of campaigns that reached the inboxes of that girls worldwide.
- Cotton On Australia
- Meet Us There
Festivals. Gigs. Going out-out. Sometimes getting ready with your friends is better than the event itself.
For Cotton On’s April campaign, we wanted to go big. How big? Taking Australia’s top influencers to the best-party-on-the-planet big.
Also known as, Coachella.
First step: Build hype. We took our customers through a three week campaign under the headline “Meet Us There.” We build out content around pre-party rituals like dancing in the living room and serving up influencer-curated playlists.
Next up, we flew the crew to Palm Springs with a photographer a skeleton crew to capture live content and send it back to our Melbourne HQ. The team stayed back to edit, curate the social feed and update emails to meet global send times.
- Copy Director
- Chin Shen
- Art Director
- Kara Speechley
Copywriter
Ashley Major
Graphic Designer
Anthony Crivelli
Triple Oak Release
Angel’s Envy Triple Oak marked the Louisville-based distillery’s first addition to the Signature Series in 11 years. Finished in Hungarian, French and Chinkapin oak barrels from Kentucky, this masterpiece of a pour deserved a big moment.
Working closely with Sid Lee, my team was tasked with rolling out content across web and email. To understand the product down to the sip, we met with Master Distiller Owen Martin and worked to capture the way he spoke about the bourbon and distill his tonality across all comms. We got granular and covered everything from the process to the craftsmanship to the complex palate.
The CRM strategy compromised of a pre-launch, pre-order and launch series—with timely landing page modules to complete the customer journey throughout each phase. Even Forbes had some lovely things to say.
Creative Director
Omeed Boghraty
Associate Creative Director
Ashley Major
Copywriter
Thomas La Fontaine
Art Direction
Phoebe Tse
- Cotton On USA
- How to: Aussie
In February 2018, Cotton On sent their U.S. database a customer survey to gauge overall brand perception. Fun finding? Most customers didn’t realize that we were an Australian brand.
So, we let’em know.
Garden hose as an A.C. substitute. Summer road trips in a Combi. The endless search for waves. If there is one thing Aussies do well, it’s summer.
Cotton On’s May 2018 campaign was a chance to show our roots. Stepping away from clichés, we chose to present content through meme culture, an ironic tone, an interactive GIF-list and turning our lookbook into a complete “How to: Summer Like a Legend” guide.
Copy Director
Chin Shen
Art Director
Kara Speechley
Copywriter
Ashley Major
Designer
Shirley Chen
- Loblaws
- Cyber Monday
Get those digits dialled.
A Cyber Monday campaign developed for Loblaw Digital Online Grocery customers, designed to engage and prepare shoppers for the biggest deals of Cyber Week.
To prep for the big day, we created a series of finger workouts stretched and strengthened customers’ strongest Cyber Monday assets and get them ready for fast-paced deal hunting.
This theme unfolded through a series of daily teaser Instagram Stories, each hinting at the major discounts to come on Cyber Monday. The campaign was versatile enough to be adapted seamlessly across three different grocery divisions, maintaining a consistent yet dynamic presence across the Loblaws brands.
Art Director
Reed Sacharoff
Copywriter
Ashley Major
- Cotton On Australia
- Give Me the Basics
– Australians
The perfect tee, your go-to jeans, that denim jacket you wore down to its final thread. What happens when we take your everyday favourites and shake ‘em up a bit?
Answer: July 2018 campaign.
A product-focused campaign meant to redefine our 365 styles and educate our customers on how to wear their tried-and-trues in a fresh way. “Give Me the Basics” was our chance to show customers that basics could be anything but.
The tone of voice was fun, optimistic and product-first. Rather than tell a story, we narrowed in on attributes, styling and colourways—designing a brand campaign that had space to live on throughout the year.
- Copy Director
- Chin Shen
- Art Director
- Kara Speechley
Copywriter
Ashley Major
Graphic Designer
Shirley Chen