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WRITING – JCPenney wedding registry, 2011
This was an in-store piece with a 6-month shelf life, targeting couples much younger and hipper than the average JCPenney shopper. The bulk of the copy was educational but still fun, and the playful headlines were meant to be a bit spicier than the normal JCPenney fare in order to connect with the intended audience. I also had a strong hand in many of the design elements throughout, which were a huge departure from the company standards at the time.