About
Reliability is Always in Vogue
As an Associate Creative Director at The Power Agency, I was tasked with serving as the brand voice steward and lead copywriter for Café, GE Appliances' haute couture imprint.
Café Appliances
The Deliverables
Over the course of this four-year engagement, deliverables ranged from video and point-of-purchase materials to print ads, voiceover direction, style guides, and more.
The Thinking
For Café consumers, details are everything. We focused on crafting creative that spoke to their design sensibilities with clear, elevated language that resonated on a deeper level.
The Audience
The Café audience is primarily upper-middle-class homeowners who value reliability, aesthetics, and the ability to match their appliances to the rest of their interior design.
My Role
Provide full-suite copy support for Café appliances, including creative ideation, video direction, team leadership, and copywriting.
The Situation
Café was created to provide style-conscious consumers with a customizable appliance option, and it required a distinct, ownable brand voice to support that mission.
Client Snapshot
Key elements
A Closer Look
Client gallery
