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Martha White Rebrand & Website Redesign

THE BRAND While Martha White had a rich heritage steeped in Southern bluegrass tradition, they lacked a strong in-market brand persona and the story-telling of their own online properties were messy and inconsistent. THE OBJECTIVE Martha White wanted to revitalize the energy of their brand and capitalize on the semi-homemade trend by presenting Martha White products as moment-in-minutes solutions. MY CONTRIBUTIONS In my role as lead copywriter, I collaborated with our team to sell in our design direction, led a content audit of their online website, and crafted a conversational tone with a touch of Southern charm that highlighted the everyday moments people want to savor. I also led a naming exercise that resulted in the blog property, Southern Pantry, and curated a list of southern sayings that would become hand-lettered shareable content callouts we later repurposed on social media

Project Roles
Copywriter
Company
Possible
Skills
Conceptual, Content Management, Copywriting
Media
Social Media Content, Websites
Project Industries
Packaged Goods
Martha White Rebrand & Website Redesign