About
A Household Name Since 1907
As an Associate Creative Director of Copy at The Power Agency, I was honored to serve as the brand voice steward and lead copywriter for GE Appliances. This ongoing, 4-year engagement included print, digital, video, packaging, and more.
GE Appliances
The Deliverables
Deliverables for this client ranged from directing voiceover recording sessions and consulting on post production video editing to crafting memorable print headlines and digital display ads.
The Thinking
When it comes to a nationally known btand like GE Appliances, getting the words right matters more than ever. That's why I developed a brand persona to act as a guiderail during copy development.
The Audience
The GE Appliances audience is the quintessential American family—busy, active, and conscious of spending. They value authenticity over corporate jargon, and prize reliability over design trends.
My Role
Provide copywriting services that align with the core brand voice, as well as audit all branded content for voice and tone alignment, and serve on-set as director and consultant.
The Situation
GE Appliances needed a brand voice steward to safeguard their warm, approachable voice across omnichannel marketing efforts to maintain consistency and authenticity.
Project Snapshot
Key elements
A Closer Look
Client gallery
