While I was freelancing with 24 Seven agency, I was contracted to be the lead brand writer for Morrison Outdoors. Before I joined the team, the owner had been writing all of the copy so I was tasked with defining and elevating what his brand tone of voice should be. Over the 18 months that I was writing for Morrison Outdoors, I got to work rewriting all of the product descriptions with a goal to infuse lighthearted lifestyle storytelling into the technical copy to showcase how this product would fit into the consumer’s life, instead of just listing out all of the features.

The challenging part of their product line-up is that there is only one style of sleeved sleeping bags that are available in different sizes from infants to adults. They wanted ways to reintroduce their products to consumers in new ways, so they started releasing new colorways organized into different collections inspired by nature. The collection copy I wrote for the email campaigns is some of my favorite writing I’ve done as I got to lean into a more whimsical tone of voice to bring the essence of the outdoors to the new colorways.