About Me
Twenty-five years ago, I took the leap into the freelance world and launched Curly Girl Creative, LLC. Since then, I've found that the projects are more inspiring, the hours are more flexible, and my boss (yep, me!) is incredibly understanding of life's little curveballs. Today, I am still enjoying the freedom of freelancing, specializing in copywriting, brand development, and strategic thinking for new business pitches
Over the years, I've recorded hundreds of radio and TV voice-over sessions, handled a variety of editing projects, and directed and produced countless TV and radio spots – including a full half hour radio show. Whether I'm working solo, collaborating with a team, or brainstorming with others, I thrive on the challenge of a good creative project. When I'm not working with clients, you'll likely find me on horseback or cheering on my kids at a sporting event.
The Work
University Hospitals Health System
Ireland Cancer Center
University Hospitals Health System/Ireland Cancer Center needed a campaign that was not only heartfelt, but inspiring. Using actual patient cases, I wrote several ads designed to invoke a feeling of confidence and care.
Henry Ford Health
Henry Ford Health needed a way to transition from their current campaign and tagline to a new one. We used beautiful images and thought–provoking headlines and copy to create a new look and feel that felt elevated, yet familiar.
*Ads were presented as a "next step" to HFH, and have not been rolled out as of yet.
Latcha Website
Latcha+Associates had just undergone a complete renovation. They wanted to update their website to reflect the new tone and direction the agency was taking. From capabilities and case studies, to culture and careers, I brought the tone of the agency to life on a brand new site.
Indiana Department of Health
IDOH was launching a new initiative that offered free testing for lead paint poisoning to children. They needed a way to emphasize the dangers of lead paint in a way that would make parents and caregivers take action. Using simple imagery and unexpected headlines, we created a campaign that did just that.
Vera Bradley National Campaign
Vera Bradley needed a way to connect with customers who perceived the brand as irrelevant. We created a full media campaign called “I am” that authentically showcased real women doing everyday things in ways their customers could relate to. The campaign created the emotional connection with consumers the brand had been lacking.
DIA Outdoor
The Detroit Institute of Arts (DIA) needed a campaign to promote an upcoming exhibit –“Coffee, Tea and Chocolate." We created one complete with radio, outdoor, print, and even coffee cup wraps that ran in the local market. One of the ads won both a local and national 2017 Ad POP Award.
Pizza Hut Book It Campaign
Pizza Hut’s “Book It” campaign encouraged kids to start reading at an early age by offering coupons for free pizza when they reached their reading goals. I created a campaign complete with flyers and posters that were displayed throughout the schools and in the Pizza Hut restaurants to promote the program.
Latcha Birthday Cards
The owner of Latcha+Associates wanted some fun, unique cards that could be handed out to employees on their birthday. I created a series of birthday messages that were unfolded to the great delight of everyone.
Chris Craft
We had the opportunity to work with one of the most iconic American brands – Chris Craft. Their current website was “missing the boat” with regards to telling their story, so we rewrote and redesigned the entire thing.
*Development of the site was handled separately.
Audi Financial Services
Audi Financial Services wanted to welcome new customers. We created a customer journey campaign – complete with a welcome folder, payment coupon, email, direct mail and a video. All of the pieces were personalized with pertinent customer information, which made them feel like an important part of the Audi family.
My Next Audi Launch
Audi Financial Services needed a way to help launch their new program – My Next Audi. We created a highly personalized video that was sent to customers via email. It was the first time the brand had used a customized video of any sort, and it was hugely successful.
Editorial
I've had the good fortune to have done a lot of editorial work over the years. Whether I'm interviewing one person or many, or writing a piece based strictly on my own research, I enjoy crafting a story from beginning to end.
Pup Culture Dog Daycare
A local dog daycare, grooming and training facility was changing ownership and needed everything from branding and store design to all new training and marketing materials. I gave them a new name and created all of their B2C advertising pieces.
Indiana Tech University
Indiana Tech needed a way to show just what set IT apart from other community colleges – and why students should move it to the top of their list. Using actual campus footage and interviews, we created various videos to encourage new students – as well as those looking to continue their education – to seriously consider all that IT had to offer.
Video
I have worked on many videos over the years, and have extensive experience writing, editing and helping to shoot and produce videos of various lengths and styles.