Portfolio
Kaela Friedman
Copywriter Portfolio | 1
This copywriting portfolio is a collection of my work over the last couple of years. The projects included illustrate a few different subjects and styles to show diversity and depth.
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“Life begins at the end of your comfort zone.”
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INDEX
01
Share the Genius Concert Signage
02
LG Mobile Brochures
03 04 05
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LG Electronics – May 2013
LG Electronics – October 2013
Hudson Men’s Skinny Collection Event Invite Hudson Jeans – December 2013
Qualcomm Developer Network Brochure Qualcomm – Januar y 2014
EZ Freezy Product Packaging EZ Freezy – November 2013
06
LG 4K OLED Television Brochure
07
Global Mobile Reference Guide
08 09 10
LG Electronics – August 2014
Global Mobile – November 2014
c3 Communications Ad c3 Communications – Februar y 2014
Inside the Athletic Grind Website Content Inside the Athletic Grind – March 2014
Personal Experience Blog Post
September 2012
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We all have our words. Some bold and echoed, others faded and faint. Some silence crowds, others are forgotten forever. You can live by them, or pass right on by. Make a choice. I have. Follow my lead and let your words stand out from the noise. Ensure they unite with your concept and resonate with your audience. I can make it happen. Take my word for it, or just keep reading.
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INDEX Portfolio | 7
01
Share the Genius Concert Signage Job: An LG-sponsored event with the band, Atlas Genius, held in order to create pre-launch awareness and support for the newest flagship smartphone, the LG G Pro. These arts/creative were for posters that adorned the rooms of the concert entrance and meeting hall. Intent: Designed to have minimal copy in order to be eye-catching and intriguing. The headlines work to support both the key features of the new device and the ‘concert’ tonality. Participation: I wrote all copy for this event, providing a few options of headlines to the client, which resulted in these chosen selections. Excerpt from Copy: Take the Stage to Connect & Share Like a Pro Rock Recordings in Dual Dimension [Dual Recording] Synchronize Notes for Pure Harmony [VuTalk] Raise the Curtain for Radiance [5.5” Full HD IPS Screen] Capture the Spotlight in True Brilliance [13 MP Full HD Camera]
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02
LG Mobile Brochures Job: When an LG product is launched, consumer-facing marketing brochures train Sales Personnel on the capabilities of the device. Intent: Create a brochure that speaks to the target demographic in persuasive, exciting language. The content comprises both copy and imagery, working together to create a tangible story. Participation: I wrote all the copy for these Brochures, working with a designer to ensure content alignment. Excerpt from Copy (1): Boldly contoured, enticingly curved. Introducing the LG G Flex2, a device designed for those who crave distinction. With unique, dynamic curves that defy the conventional smartphone design, it opens up new dimensions of experience—more than just innovation, it is engineered artistry. Excerpt from Copy (2): The next evolution in design, performance, and photographic brilliance is here. It’s a device made to experience the epic and the everyday in exciting new ways. LG teamed up with Google and combined their creative geniuses, bringing you the slim, light, and fast Nexus 5.
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(1)
Made for what matters The next evolution in design, performance, and photographic brilliance is here. It’s a device made to experience the epic and the everyday in exciting new ways. LG teamed up with Google and combined their creative geniuses, bringing you the slim, light, and fast Nexus 5, powered by the new Android™ 4.4, KitKat.® This smartphone is everything you need to
ScreeN
5.0" (Actual 4.95") Full HD IPS Display 1920 x 1080 Display (445 ppi) In-Cell Touch Display Corning® Gorilla® Glass 3 cAMerAS
capture, showcase, and share all that you
1.3 MP Front Facing 8 MP OIS (Optical Image Stabilizer) Rear Facing
love with everyone you care about. Live
DIMeNSIoNS
extraordinarily—from one moment to the next. Nexus 5 is made for what matters.
2.72" x 5.43" x 0.34" (69.17 x 137.84 x 8.59 mm) 4.59 oz. (130g)
Absolutely Handy Whenever, Wherever, Light and Easy
BAT Tery
2,300 mAh Talk Time up to 17 hrs* Standby Time up to 300 hrs* Internet Use Time up to 8.5 hrs on Wi-Fi,® up to 7 hrs on LTE* AuDIo
3.5 mm Audio Connector ProceSSING
CPU: Qualcomm® Snapdragon™ 800, 2.26 GHz Quad-Core GPU: Adreno 330, 450 MHz WIreLeSS
Dual-Band Wi-Fi (2.4G/5G) 802.11 a/b/g/n/ac NFC (Android Beam™) Bluetooth® 4.0 LE MeMory
Choose 16 GB or 32 GB Internal Storage (Actual Formatted Capacity Will Be Less) 2 GB RAM PorTS & coNNecTorS
microUSB SlimPort™ enabled Dual Microphones Ceramic Power and Volume Buttons SeNSorS
GPS, Gyroscope, Accelerometer, Compass, Ambient Light
* Testing was conducted by Google using preproduction Nexus 5 devices and software. Talk time tests used default settings with Wi-Fi off and LTE on. Standby time tests used default settings with LTE on and Wi-Fi connected to a test access point. Wi-Fi Internet tests had Airplane Mode on with Wi-Fi connected to a test access point, while loading three popular websites cached on a local server. The Nexus 5 loaded a page, waited 40 seconds, and then loaded a page from the next site. LTE Internet tests had Wi-Fi off and LTE on, and used the same testing method as the Wi-Fi Internet tests.
(2)
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03
Hudson Men’s Skinny Collection Event Invite Job: Name the Hudson Men’s Skinny Collection Event and craft invite copy. Intent: Devise a name and copy that is edgy and attractive, paying tribute to the inspiration for their new collection, which was the late ‘70s movement in the UK. Participation: I crafted various options for the name/headline of the event and wrote all of the invite copy. Copy: Skinny Unleashed Discover a world where true fashion and radical creativity coexist. Where each day is fueled by bold expression and accented with raw design. Headline Options: Squeeze into a Revolution The Skinny Side of Rebellion Stand Up for Skinny Skinny-Dipped in Rebellion Skinny, Unleashed Denim in the Raw The Threads of Rebellion God Save the Jeans Rebel with the Right Denim Denim Without Control Form Fit Anarchy Shaping Freedom from Threads Anti-Culture at the Counter Form-Fit Chaos Anarchy Is In Your Genes/ Jeans Unrestricted, Absolute Anarchy Legs, Unchained
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04
Qualcomm QDN Brochure Job: Qualcomm Developer Network is a division of Qualcomm that provides the hardware and software for app creation and development. This piece was a Brochure that incorporated the company description and benefits of product. Intent: Acquaint consumers with the services and get programmers to believe Qualcomm’s tools and resources help them excel in their industry. The headlines and messaging use a persuasive “bandwagon” technique and offer positive, influential messages. Participation: I wrote all of the copy for the Brochure including headlines, taglines, and body. Excerpt from Copy: Mobile developers unite. Come together, join the conversation, and tap into a valuable collection of insights, expertise, and new business opportunities that will keep you one step ahead in today’s ever-changing mobile ecosystem. The world is becoming a little smaller for those who want to make their apps big.
Developer Network
Push the boundaries of mobile app creation. developer.qualcomm.com
Mobile developers unite. Qualcomm Developer Network provides software and hardware tools to help developers build high-performance mobile apps. It is a community where collaboration and inspiration are gained through forums, blogs, events, and newsletters. Come together, join the conversation, and tap into a valuable collection of insights, expertise, and new business opportunities that will keep you one step ahead in today’s ever-changing mobile ecosystem. The world is becoming a little smaller for those who want to make their apps big.
Achieve the next lev mobile experience.
Create forward-thinking products with software technology. Do more than eve Developer Network. Create and optimiz performance and user experiences in:
Gaming
Create immersive mobile gaming exper high-performance 3D graphics, augmen connectivity.
Entertainment
Build breakthrough mobile entertainme enhanced, multi-dimensional visuals, cr mobile engagement.
Education
Make educational apps more classroom enhanced interactive learning to the cla augmented reality and peer-to-peer co
Retail
Shape the in-store experience, empowe create interesting and dynamic ways to leveraging technology like context awar
And more…
VIS
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Job: E-Z Freezy is a cold compression therapy product, similar to an ice pack. Our agency did the entire rebranding for the company and this product line, including logo development and packaging concepts and design. Intent: Come up with a unique selling position statement for the packaging. Participation: I wrote all copy for this outer package, ciphering through the technical uses in order to condense the copy down into something insightful and enticing. Excerpt from Copy: Ease your pain with a circle of relief. The reusable, durable EZ Freezy remains pliable at zero degrees—for the ultimate 360-degree coverage. Get to the core of the problem and let comfort come full circle. EZ Freezy, the total package in a tube.
360°
Ease your pain with a circle of relief.
COLD COMPRESS THERAPY
EZ Freezy rolls on and surrounds the area with a cold continuous gel that stays evenly dispersed. The reusable, durable EZ Freezy remains pliable at zero degrees—for the ultimate 360-degree coverage.
EZ Freezy reduces pain by enveloping the injury and targeting the hot spot from all angles. When applied immediately post injury or for rehabilitation purposes, EZ Freezy will decrease tissue metabolism in the affected area, rapidly reducing inflammation and limiting secondary damage.
Innovative Design & Technique!
Your injuries should not be treated from just one spot. Get to the core of the problem and let comfort come full circle. EZ Freezy, the total package in a tube. Common Use: Arthroscopic Procedures - Plastic Surgery Reconstructive Procedures - General Surgery Post-Trauma - Chronic Pain - Physical Therapy Common sprains. Directions: 1
Place in freezer for 4 hours.
2
When needed, roll and knead immediately for 15-30 seconds to even out gel.
3
Pull EZ Freezy onto extremity and roll up to the injured area.
TRUE COLD COMPRESSION TREATMENT
To see how EZ Freezy is used first hand, visit: www.ezfreezy.co
Double the Use: EZ Freezy can also be used for heat therapy! Just heat in the microwave for 20-minute intervals until warm to the touch and apply to injured area. Sizes: Circumference: 2 in Circumference: 3 in Circumference: 4 in
8 377280 372647 9
05
EZ Freezy Product Packaging
Designed in California, USA
Produced in China
that tackles all elements of R.I.C.E. (Rest, Ice, Compression, Elevation)
1”(d) x 5”(h)
No slipping, No dripping, No one spot solution. Surround your pain
Intended for Finger at the source
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06
LG 4K OLED Television Brochure Job: Create premium, high-end Brochures that would reflect the magnificence of the LG TV itself. LG came out with an exclusive line of TVs engineered with innovative technology to deliver the next-generation experience to users. Intent: Create a Marketing Brochure that introduces the new technology in an enticing and attractive manner. The messaging will bring this lofty technology into relatable terms and tell a story of all the TV has to offer. Participation: I wrote all the copy for these Brochures, working closely with a graphic designer to make sure the visuals spoke to the grandeur of experience communicated in the messaging. Excerpt from Copy: Experience true artistry as two of LG’s most brilliant display innovations unite. With the combination of a new type of display and the latest technology, you’re not just watching TV, you’re part of every on-screen moment. Clearly, the future of home entertainment is here—sharper, richer, and livelier than ever before.
Experience true artistry as two of LG’s most brilliant display innovations unite. OLED and UHD 4K have joined forces to deliver our most advanced display yet. With the combination of a new type of display and the latest technology, you’re not just watching TV, you’re part of every on-screen moment. The presentation of entertainment in your home has achieved the true look and feel of the finest cinema. Clearly, the future of home entertainment is here— sharper, richer, and livelier than ever before.
LG’s exclusive WRGB OLED brings two million more sub-pixels to light than conventional HD displays, showcasing stunning picture quality. With the addition of a white subpixel, the 4 Color Pixel technology enhances both color range and accuracy for a picture more realistic than ever before. And now, LG T Hwith has combined the revolutionary OLED display 4K resolution that is E UHD F UTU
R E pixels, four times the resolution of Full HD. With a staggering 8.3 million O F Tyou V can enjoy incredibly vivid colors and picture details as never before—even when mere inches away. Feast your eyes on a masterpiece of design and performance.
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07
Global Mobile Reference Guide Job: Global Mobile is a new company that branched off from LSN Mobile—a mobile marketing solutions company. The owner wanted to develop a white paper “one-sheet” to easily communicate his services. Intent: The concept of the company is a little difficult to understand at first glance. Our client wanted a succinct piece to explain all aspects of the company in simplistic terms that everyday individuals can grasp. Participation: I was instrumental in developing the new brand direction, creating the simple concept and writing all the copy for this one-sheet and subsequent materials.
SMARTPHONE MOBILE MARKETING SOLUTIONS MADE EASY!
Add a mobile edge to your existing advertising
?
*SHOPMART
Deal!
? ADD MOBILE TO EXISTING ADS
+
CONSUMERS ENGAGE FOR OFFERS
=
YOU GET A BOOST IN SALES
Customizable, easy-to-remember mobile platforms Offer local deals and promotions to consumers, driving immediate sales and in-store traffic. Provide consumers with contests and polling, initiating mobile engagement and building brand awareness.
And With Global Mobile, the solutions don’t stop there. Add a la carte options based on your needs—for a deeper connection to consumers. Include features like a mobile website, geotargeting based on location, and database building that gives you access to your customers and their specifics. There’s even TXT Tuesday, a unique campaign that’s a great way to promote your offers and drive consumer engagement.
See our rate card with the menu of options, email us at sales@globalmobile.mobi or call (678) 366-1302 so we can help customize an offer today.
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08
Inside the Athletic Grind Website Content Job: A new company launched their mobile website and needed a tagline to use across all platforms and website messaging that spoke to their audience about their goals and brand substance. Intent: Craft multiple tagine options and write a 30-second Elevator Pitch that would be used as the website messaging. Copy: Tagline: Igniting the Future of Athletes Inside the Athletic Grind is an online sports media brand geared towards guiding aspiring athletes and entrepreneurs on their path to greatness.
Our Mission Inside the Athletic Grind is a gateway to the lives of your modern day heroes. It is a place where true stories are not only told by the athletes who lived them but by your everyday grinder—where inspiration and motivation come in scores. Experience the passion, struggle, and soul they poured into each endeavor, and let it guide you to your own measure of greatness. Now is your turn in the spotlight. Get on your grind by getting on ours.
Headline Options: Step into their Soles From the Soles of the Athletes Where Their Sweat Becomes Our Ink Igniting the Future of Athletes A Guide to Greatness, From the Hearts of our Heroes Where Fame and Glory Start as a Story Seize the Stories of Success Dust Off Their Dreams and Live Them Anew Legends from the Asphalt A win is not told by a scoreboard, but by the words of the people who lived them. Portfolio | 18
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09
c3 Communications Ad Job: Design an ad for c3, a public relations firm based in San Diego, with the goal of driving new business and increasing brand awareness. Intent: Create an ad that is subtle yet powerful, relaying the message that no on is better in the industry. The client wanted to use symbolic imagery that alluded to the saying “cream rises to the top.� Participation: I worked closely with the client to ascertain their needs and wants, and crafted the tagline and short copy for the ad.
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10
Personal Experience Blog Post Project: I spent a year traveling and exploring the world—and found myself wandering through Australia, New Zealand, Indonesia, Southeast Asia, China, Hong Kong, and Japan. Along the way, I wrote a blog of my journey so I could share and remember the experiences that moved me. This is an excerpt from my blog written in Angkor Wat, Cambodia: As the rain started lightly tinking the makeshift ceiling of our Tuk Tuk, we arrived at about 5am and waited—mosquitos thoroughly enjoying our patient legs—as the morning began its ascent. The sun rose and a myriad of pinks and oranges surrounded the clouds and the dark outlines of the 12th century temple, a 7th wonder of the ancient world. Its contours, at first blurred and obscure from the darkness, became sharp and wondrous before our eyes. Ruins in heaps piled high, thick moss claiming the surfaces—fluorescent green vibrant against the broken, bleak gray stone. The many different, simple shapes each fit together like a child’s building blocks. Instead of Legos, we had stones; instead of a playground, we had Angkor Wat.
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Thank You, I appreciate you taking the time to read through my collection of work. I hope you found something you liked. I want to thank all of my coworkers and clients who have worked passionately with me on these projects. If you have any feedback, please do share! I value the opinions of others within the industry, who set the bar high and inspire me to keep writing every day.
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+1 (858) 395.9998 kaelafriedman@gmail.com Portfolio | 24