Art.com

After years of outsourcing their seasonal catalogue, Art.com decided to try something new: hire an in-house writer and see if we could boost sales together. Bringing the catalogue in-house with a dedicated (and excited—I really love writing catalogs!) copy / design team resulted in a 70%(!!!) increase in sales and we had a seriously great time making it happen.

As the head writer on this project I took an editorial approach, which can be seen on the second page titled “The Autumn Edit”. The intention was to create an experience that could take the reader on a journey akin to thumbing through their favorite print publication. On this intro page I set the reader up for what they could expect throughout the catalogue and used language intended to gently elicit an emotional connection to the content. In the following pages I leaned on punchy, catchy headlines to represent each collection and the body copy is where I flexed a marketing tone meant to inspire the reader with ideas for how each collection could integrate into their home.