When Instagram wants to attract users to its most compelling accounts, Rachel is there to create smart, insightful, occasionally witty content for @instagram and @instagramforbusiness that captures users’ attentions and helps them experience the app in fresh ways. Additionally, as a member of the company’s Search + Explore Team, Rachel worked closely with photo editors and editorial directors to coin headers and body copy for specially curated collections.
When Gucci moved from its longtime flagship store to a new Fifth Avenue location, Rachel collaborated with interactive design firm Moment to create something that would make New Yorkers – and the world – take notice. In addition to writing collateral pieces that stayed true to the heritage of the brand, Rachel helped Moment create a fun web site, “Gucci Loves NY” that featured recommendations from creative director Frida Giannini and fashion bloggers, as well as edited essays about why people love NY.
Working with brand architecture firm The Seventh Art, Rachel helped concept and create an eye-catching branding campaign for Oosten, an exciting residential project in South Williamsburg designed by Dutch architect Piet Boon. In addition to writing the web site and brochure for the property, Rachel was editor and writer of a promotional magazine, ‘BURGH, that featured articles about Williamsburg and was handed out to more than 10,000 residents in the neighborhood.
Rachel worked closely with iconic design firm Pentagram to rebrand the Chinatown Business Improvement District (BID), an organization that plays an integral role in the way businesses are managed in Lower Manhattan. In addition to an educational piece that used infographics, research and inviting copy to explain the organization’s dynamic mission, Rachel also concepted events, contests and collateral as a way to get the word out about the organization.
Rachel was brought in by the publisher of ELLE Magazine to concept and write up two impactful and innovative “off-the-page” concepts to showcase Cartier’s iconic Trinity Collection. Rachel created “The Spirit of the Imagination,” a profile of today’s leading female artists through lectures, events and film, and “Trinity of Emotions,” which highlighted the virtues of love, friendship and fidelity through a book series, events and documentary-style TV series.
520 PARK AVENUE
Working closely with branding agency The Seventh Art, Rachel helped concept big picture ideas and execute related copy for 520 Park Avenue, a new luxury building developed by Zeckendorf Development and designed by architect Robert A.M. Stern. To promote the building and its $130 million triplex penthouse, Rachel handled all copy needs for a hard-cover brochure and in-depth web site, a detailed teaser web site, a sales office, print advertising in The New York Times and a short film.
For a fun and groundbreaking project on the Mayan Riviera, Rachel collaborated with design firm Carbone Smolan to create the brand story and marketing collateral for Nizuc, an upscale hotel and residences. Playing up the mystical aura of the location, Rachel created collateral pieces, including a two-book brochure and detailed web site that showcased the property’s sublime location, esteemed design team and incredible amenities. The branding system for Nizuc won a Communication Arts award as well as a mention in the AIGA Design Annual.
Working closely with Coach marketing executives, Rachel was responsible for the Coach Chronicle, the company’s quarterly newsletter, which featured articles about happenings with the brand around the world and featured a letter from the company CEO. Additionally, Rachel was responsible for writing digital and print marketing pieces including web site product copy, email blasts, personalized horoscopes, hangtags and customer care cards.
CONDÉ NAST PUBLICATIONS
As Corporate Copy Manager for Condé Nast Publications, Rachel concepted and wrote special advertising sections, such as this one for Evian, that put the brand’s stylish stamp on promotional pieces for some of the country’s biggest advertisers. Rachel also also responsible for creating innovative promotional pieces for the company’s 17 publications, includingVanity Fair, VOGUE and the New Yorker, that were distributed at trade shows and high-profile events around the country.
Working with the Snap’t owners from Day One, Rachel established a brand positioning, voice and aesthetic for this new line of accessories aimed at tween girls. She wrote everything from packaging copy to the e-commerce web site to promotional emails for Snap’t, all in a voice that would appeal to the target audience and empower girls to “snap, style and share” these adorable products.
Rachel helped online magazine The Voracity concept a theme for its photography series “Super Tasters” that embodied the biting wit of Anna Williams’ gorgeous photography. Rachel then wrote up copy that was slightly bitter, slightly sweet to showcase what made each image so impactful. The result was an issue that popped off the page for its originality.
Rachel was brought in by Oxygen Media to help concept and create early marketing pieces to introduce the new cable network to the public. For this piece, which presented Oxygen’s first season of programming at the 2000 NCTA Trade Show, Rachel worked with designer Noël Claro to create a flexible piece that accounted for the evolving nature of the network’s programming. We spoke with show producer to figure out the best way to present each show, and the copy was then printed on round cards that reflected the “O2” theme of the network.
LIL' JUICE CO
When nutrition-lover Emma Corner founded Lil Juice Co., a line of cold pressed, high-pressure juices for kids made from organic, raw fruits and veggies, she turned to Rachel to create a voice and tone for all of her branding materials that would convey her passion for healthy living. Rachel established a youthful, inviting and informative tone for the packaging labels and web site that was as appealing to distributors like Whole Foods as it was to kids and their parents.
Rachel and designer Noël Claro were brought in by Nickelodeon to create a new tween magazine, The N-Zine, for The N, Nick’s TV network for tweens. Working closely with The N’s editorial staff, Rachel concepted, wrote and edited articles for the magazine issues, working off of the fun, irreverent edge established by Claro. Magazines were distributed at Aéropostale stores around the country, as well as at the tween-centric events such as The X Games.
INTERNATIONAL CULINARY CENTER
Rachel was brought in by design firm Tender Creative to create copy that complemented their re-designed of the International Culinary Center (formerly the French Culinary Institute). Over the course of a year, Rachel wrote and edited all content associated with promoting the school’s numerous culinary programs, which involved spending considerable time at the school, interviewing staff and alumni and collaborating with Tender on the best way to convey ICC’s rich offerings through visuals and words.