more than words
A little about me…
A product of Harlem with Caribbean roots. The title “Copywriter” has never felt big enough—it’s about more than words; it’s about building worlds. My work blends storytelling with brand strategy to craft identities that feel intentional, human, and culturally aware. Through collaboration, research, and strategic insight, I take a holistic approach to shaping how brands speak and show up. Each project brings me closer to my ultimate goal: becoming a Creative Director who leads with both creativity and clarity of purpose.
MOOSE KNUCKLES CANADA
Case Study: Keeping a Young Voice Credible
Moose Knuckles has a bold, youthful, and irreverent personality. The challenge was to keep communications lively and playful while staying rooted in the technical credibility and engineering excellence that defines the brand. It was essential to strike a balance: too precious or forced humor could undermine trust; too serious, and the brand risked losing its distinctive voice.
MCM WORLDWIDE
Case Study: Evolving a Legacy
MCM has a long-standing reputation as young, bold, and irreverent, deeply rooted in the hip-hop community and street culture. My task was to refresh the brand tone to feel contemporary while preserving the confident, fashion-forward energy that fans have trusted for decades. The key was updating the voice without diluting its history or alienating its core audience.
MARC JACOBS
Case Study: Protecting an Iconic Voice
Marc Jacobs is a New York institution known for being unapologetically against the grain—bold, irreverent, and fearless. My role wasn’t to reinvent the tone, but to protect and maintain it across evolving campaigns and channels, ensuring that every word reinforced the brand’s legendary personality without feeling stale or forced.
REEBOK
Case Study: Energizing a Sportswear Icon
Reebok is a legacy sportswear icon with influence across nearly every sector of fashion. The brand needed copy that matched the high-energy, aspirational spirit of sports while appealing to a diverse, fashion-conscious audience. My job was to inject vitality, keeping the tone exciting, confident, and motivating—without losing the heritage credibility that defines the brand.
MORE FAVORITES…
Other projects I’ve enjoyed.
