Story-Telling

WRITTEN & visual Story Telling

Copywriting

By shaping and refining our brand's tone, I played a pivotal role in a great deal of our copywriting needs. Guided by five core values—Clarity, Engaging, Authentic, Consistent, and Informed—I ensured a seamless translation across digital campaigns, social media, print materials, store signage, and historic storytelling. This cohesive approach not only resonated with our existing audience but also attracted new customers and reinforced the strength of our brand identity.

Since 1865: Telling Our Story

To adequately tell the Faribault Mill story, I immersed myself in over 100 years of company archives, uncovering and gaining a deep appreciation for our profoundly unique and storied history. I also dedicated myself to understanding our centuries-old production methods, marveling at how we’ve preserved these rare processes while embracing modern advancements. This expertise allowed me to craft a clear, concise, and accurate narrative that honors our rich heritage and highlights our continued innovation.

Social Media

I manage our Instagram and Facebook accounts with a focus on thoughtful, cohesive imagery and engaging copy that reflects our brand's voice. My approach strikes a balance between promotional content and brand awareness, ensuring that our social media presence remains both visually appealing and meaningful to our audience. By carefully planning and curating posts, I create a consistent online experience that strengthens our connection with followers while driving engagement and growth.

Photography

Though I never claimed to be a professional photographer, the demands of a small team and budget pushed me to learn and produce. Through trial and error, I significantly improved my skills, and have since provided photography for our social media feeds, print and digital ads, and website content.

Graphics as Visual Communication

By designing unique and straightforward graphics, I simplified and clarified essential product information—such as fiber content, weight, and care instructions—enhancing the customer experience and ensuring key details were easily accessible and understood.

Visiting & Touring The Mill + Retail

I combined visual and written elements to create clear and engaging materials with the goal of enhancing the customer's experience in our stores, supplement our factory tours, and provide newcomers with deeper insight into our heritage, craftsmanship, and unique story.

The Wool Truth: Sustainability & The Properties of Wool

I’ve researched and developed sustainability initiatives centered around our natural fiber products, with a special focus on the incredible properties of wool. Through a series I created called "The Wool Truth," I highlighted the eco-friendly aspects of wool, from its renewability to its biodegradability, showcasing its value as a sustainable material. This series not only educated our customers on the benefits of wool but also reinforced our brand's commitment to sustainability and responsible production.