Sup? I'm Carley.

Client: STANCE Socks
Type: Freelance

Description: During our three year (and counting) relationship, I’ve learned that STANCE is so much more than a sock company. A true champion for the creative spirit, STANCE pushes boundaries, breaks rules, and works with a seriously unreal lineup of talented musicians, artists, and professional athletes to empower their consumers to embrace messy, break rules, and above all, be as uncommon as humanly possible. (A mantra I feel deep down in my soul.)

Projects with Stance have ranged from writing a magazine cover to cover and interviewing their roster of Punks and Poets, to writing the script for their brand video, and working closely with the creative department to develop a brand platform for 2018.

One of SNHU’s main challenges is that people often aren’t aware we have a campus at all — and a cool one at that. Prior to becoming the head of copy for SNHU’s campus team, there was very little (see also: no) differentiation in voice and tone between SNHU’s online school, and their traditional campus.

After joining the campus team, my mission was to set campus apart both from the online audience and our competitors, by listening and leveraging what SNHU does best: community, cost, and caring about our students.

Client: NH Travel and Tourism
Agency: GYK Antler
Design Partner: Jeff Topping

I’ve had the pleasure of calling The Granite State home for most of my life, so writing for New Hampshire Travel and Tourism (BEA) for the last three years has been an exciting opportunity. In a state where you can surf, hike, ski, kayak, ATV, and more, to “Live Free” isn’t just a state motto, it’s our DNA. The underlying theme of @VisitNH has always been freedom of choice, with bold and empowering copy and a confident tone that quickly communicates the endless outdoor adventures in New Hampshire.

Client: NH Travel and Tourism
Agency: GYK Antler
Design Partner: Lauren Contic

Summer 2017 presented a unique opportunity to develop a seasonal campaign for one of the state’s busiest times of year. Building off of the Live Free brand, this campaign rallied around one word that truly defines how active and expansive summer in New Hampshire is: LIMITLESS.

From digital banners and print ads to a Boston takeover including a North Station Domination complete with digital screens, two sheets, posters, and turnstiles, this multi-channel campaign strayed away from the bold headlines the brand was used to in favor of deeper and more meaningful storytelling.

Client: Timberland
Agency: GYK Antler

Timberland PRO uses various technologies in their workwear, each designed to fulfill a specific consumer need, from battling the elements to keeping workers safe on the job. My mission as the writer on this project was to both name these technologies, as well as write the supporting messaging explaining what these technologies accomplish in a consumer friendly way. The project also included hang tag headlines for retail, a one sheeter, as well as POS signage.

Client: Cedar’s
Agency: GYK Antler
Filmed by: Big Brick Productions

Cedar’s is a family-owned company where the original recipe is still made the traditional way, with pure ingredients and a simple process. The ask was as straightforward as their product: Write a script for their brand video that would follow the journey of a single chickpea. The colorful and descriptive language in this script compliments the wholesome video footage and their mission of embracing only the best ingredients.

Client: In Good Company
Agency: GYK Antler
Design Partner: Lauren Contic

In Good Company is a financial education company that believes in less jargon and more open conversation. With the mission of making financial advice feel more approachable, In Good Company was looking to find their voice and position themselves for a more millennial audience with a fully blown out awareness campaign. Executions spanned billboard, transit, digital, and social, and was targeted at those who are thinking about their financial futures, but might not know where to start.

Client: PayPal
Agency: GYK Antler

Description:

A giant in the payment realm, PayPal’s voice is informed, trustworthy, clever, and helpful. As a copywriter working on the PayPal account, my job was to make sure this voice always translated to every asset. From the global consumer brand to small business initiatives, I created seasonal content, landing pages, digital ads, email campaigns, and named and developed their first small business newsletter. No matter the medium, the goal remained to clearly communicate how PayPal could fit into the consumer's life with security and ease.

After writing and launching the broadcast commercial for the new brand campaign, “More Powerful Than Medicine”, Dartmouth-Hitchcock decided they wanted to build upon “More Powerful Than Medicine” even more. From telling emotional patient success stories and tapping into service lines, to celebrating the talented doctors who deliver compassionate care every day, we took “More Powerful Than Medicine” from one campaign to a larger rallying cry for the work that Dartmouth-Hitchcock is doing in New Hampshire and Vermont.