DAWN CARDINALE
Great copy
is like everything else in life.
It requires truth, action, and heart.
MY WORK
Created brand bible including copy style guide for LifeVantage rebrand, rewrote entire website, and helped develop new company mission, vision, and values.
Created copy style guide for rebrand of SeroVital and helped launch new skin-care line, including its product positioning and names.
Worked with C-level team on all rebranding efforts, including new brand bible, website, app onboarding and education. Served as consultant on subsequent marketing assets.
Lead copywriter and editor for in-house creative services. Responsible for all marketing, packaging, educational, and tech copy. Served as sole editor.
Created REI brand bible for women's campaign introducing new products and Outessa event series. Collaboration produced name, mission, strategy, taglines, and more.
With small creative team, created brand bible for CamelBak event series. Collaboration covered all aspects to present and secure sponsors.
Created brand and marketing copy for lifestyle brand. Wrote brand guide, promo calendar, email campaigns, press materials, catalogs, and more.
Pitched profile story on a pro skier and his mother, who had passed away after a long battle with cancer. The story was well-received and published on Mother's Day.
Wrote a series of video scripts for LifeVantage to explain complex ideas (physiological processes) in plain language, so customers could gain an understanding of what issues LifeVantage supplements address and how they work.
A produced playwright, I use conversational language in scripts for marketing, customer-journey, tech/educational, and more.
CLIENTS
BBC Worldwide Sullivan & Cromwell Standard & Poor's Anonyme Labs Rapp Collins Worldwide REI Snowbird Ski & Summer Resort Powder Magazine CamelBak Pure Placid Paras Real Estate KUHL Clothing Mercedes-Benz Buena Vista Digital Partners Pattern