Blank Street
2022

Copy Lead
Strategist

Blank Street was in business for almost two years without a writer. When I joined and understood that the brand had developed a strong essence despite having uttered next to no words, I wanted to understand what we were silently saying. I printed out and hung up every relevant communication we’d put out since our founding and gathered the creative and marketing teams to physically mark what stood out–positively and negatively.

From there, the “why” behind Blank’s personality began to come through, and I slowly crafted assets and, in parallel, linguistic guidelines, that reflected a young, expert, colloquial, tapped-in voice, flexing differently across channels. As a brand with a focus on app and micro retail spaces, copy had to be brief and impactful. Product packaging, newsletters, and partnerships became rare moments of divulgence. Eventually, we grew from two Brooklyn carts to 60-some international retail spaces, challenging us to acknowledge our identity as a chain and our use of local and neighborly tone.

Evergreen Messaging

















Blend Naming