Poketo
Brand Voice Evolution, Copywriting, Content Strategy
roleS: Copywriter + Content Strategist
TEAM: Poketo
Poketo is a beloved LA design brand with a dedicated customer base and collaborations with Nike, MTV, Disney, SFMOMA, and more. I was hired by its co-founder and Creative Directo to align the brand voice with its colorful ethos, while deepening community connection in a pivotal stage of growth.
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Art for your every day.
Focus
Elevated and evolved the brand voice from a secondary tool into a connective brand catalyst while introducing first-ever communication strategies to grow its reputation.
SCOPE
Quickly expanded from copywriting into campaign conception, content development, and editorial direction across all brand channels, including early guidance on Poketo’s debut book.
PARTNERS
Creative, Design, Photography, Product, Events, Sales
approach
As a treasured brand loved by many, I infused Poketo’s presence with everything that made the brand special, while working collaboratively with its team to expand into new territory.
PRODUCT
I wrote the words for a diverse and ever-growing collection of products, naming launches like A New Angle—a fresh take on the brand’s bestselling companion collection—and leading the editorial direction across all channels, working hand in hand with design and photography to capture the spirit.
Product messaging went beyond digital mediums to words written in the planners themselves, educating customers on maximizing product features.
To engage the Poketo community, I strategized launch interactions like a golden ticket giveaway in LA and on social, writing words on physical assets and posts.
EMAIL + EDITORIAL
Reviving Poketo’s blog and email newsletters, I established a strong editorial presence and voice for the brand—writing articles, spotlighting artists, covering events and openings—while working hand-in-hand with the design and photography teams.
I brought an editorial feel to Poketo’s emails, illuminating the brand’s dedication to art and artists with layered stories to enrich product offerings for the cursomer.
Here, calendar artist Eloisa Iturbe shares the process behind her work and insights on her career as an artist.
To breathe fresh life into the brand voice, I infused subtle humor into emails.
I went below the surface to speak to the emotional effects of color.
I got a little poetic when it made sense.
And encouraged some good clean fun.
#ARTSPEAKS
To bring greater visibility to the Poketo community and deepen the brand’s conversation with its people, I brought special projects to life across channels.
SPOTLIGHT: AS I AM
I crafted the words for a Pride month campaign to reflect the brand’s spirit of inclusion and support for the LGBTQ community, then produced and directed an editorial feature and video that we shot in the back of Poketo’s DTLA location.
art direction: Ly Tran
Director of Photography: Danielle Murray
ARTISTS: Jayy Dodd, Victor Go, David Hamilton, Taleen Kali, Adam J. Kurtz, Teresa Lee, Charise Sowells, Ly Tran
Spotlight: International Women’s Day
I wrote the surface copy for a capsule collection of tees and convinced the normally behind-the-scenes co-founder Angie to let me interview her, which readers loved.
IMPACT
In addition to an elevated brand voice, 3X audience growth and a reinvigorated community, Poketo won the Edge Award for positive community impact from the Los Angeles Design Festival and shortly after was acquired by Pattern Brands.
“We were immediately impressed with the care, thoughtfulness, and loving energy of the Poketo customer journey. From their beautiful flagship store to their social media, email, and packages—each part of the Poketo customer experience is curated, and produced with care.”
PATTERN BRANDS’ ACQUISITION ANNOUNCEMENT