birch lane: CONTENT STRATEGY
MESSAGING STRATEGY & COPY OVERSIGHT
As the Head of Editorial for home decor brand Birch Lane, I oversee the content and copy lane for all omni-channel creative, including content strategy, voice, and messaging.
When I came on board, Birch Lane lacked voice consistency across all consumer touchpoints as well as a clear content strategy. To fix this, I created a language system that helped us organize content themes while also representing our brand identity.
Birch Lane is a sense of place where classic style and joyful living meet. Our customers live on the Lane, and so do we. The language system utilizes phrases that paint a picture of life on the Lane—”New in the Neighborhood”, “Talk of the Town”, “Company’s Coming”, “Weekend Project”—which house specific content, like new arrivals, trends, or how-to. Our seasonal hero campaign “Celebrate” infuses joy into every season, while our hero product campaign “Come Home To” provides a repeatable vehicle to push always-on evergreen product in a get-the-look format—all while mapping back to life on the lane.
Launched initially in digital, this content system has now expanded across print and retail channels for the brand.
CELEBRATE: SEASONAL HERO CAMPAIGN
TALK OF THE TOWN: SEASONAL TREND CONTENT
COMPANY’S COMING: SEASONAL HOLIDAY CONTENT
WEEKEND PROJECT: HOW-TO CONTENT
COME HOME TO: GET THE LOOK CAMPAIGN
