Julie Space: Copywriter

Virtue Brand Name – This hair care brand is based on an incredibly reparative keratin technology that was discovered while healing injuries on the battlefield. They needed an equally incredible name to convey the serious science and its honorable origins. Of the many options I provided, they landed on “Virtue.”

Wellphoria Brand Name – This CBD-infused hair care brand wanted a name that spoke to their products’ ability to improve hair wellness, while inspiring the joyful feeling of knowing you’re giving your strands the same attention you give to the rest of your body. I created “Wellphoria,” which really resonated with their health-conscious consumers.

Healthy food brand Aunt Dottie's wanted a new name that not only reflected their assortment of salad-based products, but also their goal of connecting veggies with happiness—and the name Greenjoy did just that.

ProBeauté Hair Care Tagline – When professional hair care giant Zotos International launched offshoot brand ProBeauté, I wrote this tagline to communicate their positioning of salon-worthy results without the matching price tag.

Peach and Lily Web Collection Name – Peach and Lily is known for its assortment of high-end Asian beauty brands, but wanted to branch out into carrying more lighthearted, inexpensive items for a younger audience. They needed a name for this sub-section of their site, and “Peach Slices” did the trick.

Bliss ‘Fuzz’ Off Product Name – In typical Bliss fashion, this name for a facial hair removal cream employed a catchy pun to explain just what the product did.

Bliss That’s Incredi-‘Peel’! Product Name – With this name for a glycolic resurfacing treatment, I was able to convey both what type of product it was, along with the amazed reaction you’d have after using it.

Bliss Fabulips ‘Pout’-O-Matic Product Name – This innovative lip exfoliating system includes a jar of lip scrub and a battery-powered application tool. The name ‘Pout’-O-Matic captured the electronic feature in a fun way.

Earth’s Best Mini Meals Naming - Organic kid and baby food brand Earth’s Best was leveraging their partnership with Sesame Street with a line of one-bowl Mini Meals. I helped develop appealing names for each variety of these toddler dishes that made them sound simultaneously yummy, healthy and fun.

Earth’s Best Stuffed Pockets Naming – Earth’s Best wanted a name that made their new snack sound satisfying and fun—and this was the winning option.

Indivisual Company Name – Accomplished designer Bethany Kieley needed a business name that simultaneously communicated the nature of her work, and the personalized service customers would receive. “Indivisual” seamlessly married both.

NAMIC Brand Guidelines - When my agency helped revamp the corporate identity for the National Assocation for Multi-Ethnicity In Communications, I wrote this exhaustive set of guidelines, which helped ensure that everything from voice to graphics was on brand.
View PDF

McGraw Communications Brand Guidelines - My agency had recently overhauled the branding for McGraw Communications, and created a series of marketing pieces for them involving a classic joke setup. When it came time to write the brand guidelines document, we decided to give it a quirky twist by carrying that same setup right through.
View PDF