britt dionne
writing, brand + awesomeness
portfolio
brand development, short copy, editorial writing and corporate communications (oh, and a cat story)
Photography: Britt Dionne
Storytelling | Cat Town Oakland
In 2018, we adopted a kitty named Bruce from Cat Town in Oakland. Its mission is to find loving homes for cats considered "unadoptable" by common standards. Cat Town asked me to submit a story about Bruce for the PetCo Holiday Wishes annual contest, which asked pet owners to describe how their pets changed their lives. Neither Bruce nor I had a traditional story of loss or pain to overcome. So, I wrote a story about how Bruce saved me from a crushing diagnosis: corporatitis (something too many of us can relate to!).
From tens of thousands of entries, PetCo selected Bruce's story as one of four $50,000 winners. Plus, through the People's Choice portion of the contest, Bruce won and additional $5,000. All of the winnings went to Cat Town.
What I learned: Relatable stories can connect with people as much as or even more than tearjerkers.
Photography: Britt Dionne
Photography: Arlo Skye
Positioning & web copy | Arloskye.com
For this 2016 online-only, new brand launch, developed the brand positioning "Luggage for the design obsessed." Wrote web and print copy that spoke to the brand's target audience: design-conscious trend setters.
Arlo Skye is a premium American travel brand that combines the best of style, durability and just the right amount of tech.
What I learned: The life-changing power of a carry-on that charges your phone? It's for real.
Photography: Sweetgrass Food Co.
Brand story & web copy | Sweetgrassfoodco.com
For the 2015 opening of this innovative, health-forward restaurant, developed a voice that embodies the heart and soul of both the co-owners and the place itself.
Sweetgrass Food Co. is a quick-service restaurant in Seattle that offers healthy, whole-food meals in a serene environment (or to go).
What I learned: Doing good is good business. And it can taste good, too.
Photography: Levi's Strauss
Web copy | Levis.com
Created short copy in support of the Levis.com spring 2013 collection, and the launch of the Spring Edition concept.
Levi's is one of the oldest and most iconic American apparel brands.
What I learned: Seasons change but style endures.
Photography: Vanessa Yap-Einbund
Brand story & web copy |
Iyasare-berkeley.com
For the 2014 opening of a new Japanese restaurant, developed a brand story and voice that captured the unique origin and spirit of the restaurant. Their About page is one of my fave pieces of brand writing I've developed because my client was supportive of putting so much humanity into it.
Located in the hip 4th Street area of Berkeley, CA, Iyasare is fine dining restaurant that specializes in traditional Japanese cooking methods.
What I learned: Sushi is so palette limiting. Order the skewers.
Photography: Vanessa Yap-Einbund
Artwork: Dave Gibbons and Madefire
Brand story, web copy & corp comms | Madefire
For the 2013 launch of this groundbreaking digital comics company, developed a brand story that conveyed the founders' passion for the industry. Established the brand voice across all platforms, and wrote short and long copy that explained the new Motion Book technology in a way that would both draw in comics creators and entice the trade and business press. Ran corporate communications.
Madefire is a digital comic book company that created the Motion Book Tool, which has democratized the industry by enabling artists to create their own Motion Books on the Madefire platform.
What I learned: Old dogs can totally learn new digital tricks. And do them well.
Copyright: Walmart Stores, Inc.
Editorial writing | Walmart.com/ideas
Wrote 200+ pieces of original editorial content for Tips & Ideas, Walmart.com's online magazine. Topics included apparel, beauty, baby, crafting, electronics, family fun, entertainment, food and entertaining, health and wellness, home, pets, photography, and weddings.
The editorial content was designed to inspire and educate customers, whether they needed DIY ideas or tips on how to choose the right product to buy.
Walmart is the world's largest retailer. Its mission is to help people save money so they can live better.
What I learned: Walmart cares way more about its customers' needs than anyone might think.
Photography: Michael Friel
Design: Landor
Communications strategy | Landor
In 2008, created a comprehensive, new communications program to raise awareness of Landor's San Francisco office and its services.
Worked with the chief strategy officer to create the Landor Salon Series event, partnered with design teams to produce the broadsheet The Front, and recruited in-house brand strategists to present The Landor Brandfeed webinar series. To give back to the community, collaborated with the digital team to create the Make Good Happen project, which gave $10K to local charities and doubled traffic to Landor's site during the campaign.
The marketing communications program in San Francisco went on to become a model for the 20+ other offices worldwide.
Landor is a global brand strategy and design firm.
What I learned: It's way easier to get people to attend an online event than an in-person one.
Photography: Michael Friel
Photography: Michael Friel; Design: JJ Ha
Internal communications | Landor
In 2008, created an internal communications program for Landor's San Francisco office.
That included a cheeky, info-and-graphics-packed weekly email. In addition to increasing intranet engagement (and overall engagement) among staff, it turned out to be effective at changing behaviors. New business was reported in the email, but only if first entered into the CRM database. The SF office went from being the worst to the top contributor of the database. Response was so positive that other offices in the network developed their own versions.
Also developed the At Landor series, in which experts from a range of artistic and creative disciplines were invited into the studio for an Inside-the-Actor's-Studio-type conversation. For example, Sean Orlando of Five Ton Crane, who's pictured left posing with the wheeled submarine art car that he drove to the studio for his talk.
What I learned: People like humanness and humor.
Photography: Michael Friel