THE PROJECT: Giveaway promotional t-shirt
Our business partner needed a new design that would be printed on a t-shirt. These shirts would be given away as a thank-you for users taking a survey. The creative angle? It needed to appeal to Gen Z and Millennial scientists in the lab. As the youngest member of our writing team, I was able to blend my writing expertise with the slang and trends of my generation.
WHAT I WROTE:
The tagline and creative angle for the t-shirt: “Glow Up”
Today, the phrase “glow up” means, in its most basic sense, to “make better” or “improve.” I wanted to take this phrase and spin it with a scientific technique that would resonate with young scientists. We used black-and-white images of cells contrasted against the same cells experiencing a “glow up” by fluorescent dye staining (something Thermo Fisher manufactures). To top it off, we chose a glow-in-the-dark ink for the headline.
THE PROJECT: De novo notification letter
After Mesa Biotech became a part of Thermo Fisher, their trailblazing technology, the Mesa Biotech Accula Dock, got a rebrand. To ensure customers understood that the technology was the same as before, our business partner wanted to write a letter to send to sales representatives and customers alike. It would alert them to the packaging and label change, and assure them that the technology was as efficient and high-performing as ever.
WHAT I WROTE:
The copy for the customer notification letter
THE PROJECT: Warranty onboarding brochure
In an effort to help customers get the most out of their service plan, Premier Plus, Unity Lab Services needed a brochure to outline the benefits of and additional information about the plan. So, I helped create this 20-page, interactive document that outlines the ins and outs of the customer’s Premier Plus Plan.
WHAT I WROTE:
The copy for all 20 pages of the brochure
THE PROJECT: De novo email
Our business partner needed to create an email to advertise their latest Behind the Bench blog about highly pathogenic avian influenza (HPAI) virus testing. With the blog as my only resource, I crafted an email to send to our customers detailing what HPAI is, why it’s important to detect and treat, and how our products
could help.
WHAT I WROTE:
Preheader and subject lines
Headline and subhead
Primary and secondary calls to action
Body copy
THE PROJECT: Rotating display ads
Oftentimes our business partners use display ads to advertise an upcoming webinar or seminar. In this case, they wanted to highlight a chromosomal microarray in prenatal analyses webinar. It was important to reduce copy for readability purposes, while still maintaining the importance of the webinar.
WHAT I WROTE:
Each frame’s copy
Call to action
THE PROJECT: Facebook carousel
For this project, business partners wanted several Invitrogen products to come to life as solutions for immunology research via Facebook carousel. This post was part of their “Be the spark” campaign, so the messaging was even more important to get right.
WHAT I WROTE:
Each frame’s caption
Image copy
Carousel caption
