Selected copywriting and narrative projects designing purpose and position through language.

BRAND NARRATIVE REALIGNMENT (CLIENT PROJECT)

Context

Canadian lifestyle and home retailer experiencing leadership transition and seeking to realign brand narrative for an evolving audience.

Challenge

Needed to refresh and refine the brand story, retain legacy language, and support a widening audience without alienating the existing customer base.

Constraints

  • Required retention of legacy language around identity and origin

  • Existing agency work required review and selective integration due to tone misalignment

  • Client required refinement in voice, with intentional humor where appropriate

  • Brand story required significant reduction while preserving key elements

Approach

  • Reviewed legacy copy and previous agency work

  • Identified non-negotiable elements

  • Adjusted language to support widening audience

  • Distilled narrative to realign brand identity

Deliverables

  • Revised Brand Story (multiple directions)

  • Updated brand documentation (brand book)

Original Brand Story

“A lifestyle concept store offering a curated selection of pretty things for you and your home: fashion, home decor, accessories, furniture, stationery, giftware and much more.”

“Our Purpose is to inspire our people and our customers to embrace their individuality through genuine interactions.”

Revised Brand Narrative

“All the pretty things of Paris, Rome, and London. All our favorite designs from New York to Madrid, from Los Angeles to Bali. All the beauty and meaning for you and your home. 

Beginning in 2004 as a series of pop-ups, The Latest Scoop has grown to eight permanent locations based in our favorite Vancouver, Victoria and Toronto neighborhoods. 

As a lifestyle concept store, our passion is to bring you the freshest looks, from our travels, week to week. Carefully curated, our stores are as seasonal and inspiring as they are beautiful.”

INNER FORM STUDIO (SPEC PROJECT)

Overview

Inner Form is a narrative studio reconnecting organizations to purpose through language. 

Core Idea

When it comes to language, we believe function follows form.

Positioning

Who we work with:

  • Organizations aligned with wellbeing. 

  • Founders and teams seeking greater meaning for their work.

  • Brands with a public conscience. 

Who we don’t work with:

  • Companies who pursue profit at the expense of people. 

Inner Form works best with clients in cultural transition, pursuing intentional expansion or rebranding, experiencing ethical drift, audience trust issues or internal misalignment. 

Problems It Solves

  • Disconnection from purpose

  • Growth-led ethical drift

  • Loss of audience trust

  • Misalignment in vision/expression

  • Unarticulated values

Voice

  • Compassionate

  • Measured

  • Grounded

  • Accessible

Deliverables

  • Brand Narrative / Positioning document

  • Narrative Style Guide (voice, tone, principles)

  • Key Web Copy

  • Messaging Framework

  • Stewardship Outline & Agreement (optional)

SINGLE FORM STUDIO + FLAGSHIP PRODUCT (SPEC PROJECT)

Studio Overview

Single Form is an object design studio that employs repetition and constraint to cultivate purpose. 

Core Idea

We repeat the simple forms of a sphere and a cylinder. By adhering to this constraint, we deepen our attention to emerging function. 

Philosophy

  • Repetition of form is a useful constraint.

  • Function emerges freely under pressure and with greater attention.

  • Design should support ritual, attention, and stillness.

  • The relationship between material and design is a form, as is the relationship between design and craftsman.

Voice

  • Restrained

  • Considered

  • Elegant

INCENSE BURNER

Product Overview

An incense burner that catches ash and stores it long term, reducing mess and frequency of cleaning. 

Core Intent

Designed with your attention in mind.

Functional Insight

Ash falls onto the curved surface of a sphere, is guided into the hidden well below, and collects there over time, allowing for many uses before removal is required. 

Origin

The incense burner began as a simple ceramic study. Relaxing into function, its sphere and cylinder became our flagship form. 

Key Lines

Because the best part is beginning again.

From silence a form, from stillness a function.