Automotive Brand and Product Copy
For years, I helped define the voice and identity of Subaru and Infiniti and many of their model lines. I wrote copy for brand and product content that started the conversation at auto shows and closed the deal in the dealership.
I even travelled across the world to work with Subaru's team in Tokyo to produce work that crossed cultural and language barriers while sharpening the brand's image.
Subaru of America brand and product copy
Partnering directly with the client, I spent years writing brand-defining copy for Subaru of America, helping it become the success story and customer-focused brand that it is today.
My work helped contribute to Subaru becoming one of best performing automotive brands during this period, winning fan loyalty that has continually been at the top of the industry.
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Infiniti brand and product copy
As a challenger luxury brand, Infiniti needed to make bold statements to establish itself. I crafted brand and product expressions for Infiniti during a critical period in its development. My work helped shift the positioning and elevate the brand from being "premium Nissans" to delivering a unique and identifiable luxury experience.
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Subaru Global brand and product copy
My unique ability to write copy that translates into other languages easily and reliably gave me the chance to help Subaru's global marketing division heighten and sharpen their brand expression. I produced copy content that was used worldwide for advertisements, auto shows, point-of-sale, a rich brochure program, and on the global website.
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As part of this effort, I spent significant time in Tokyo working with our Japanese team and clients to produce brand and product content. As I bridged cultural boundaries in the office, my work crossed language and national boundaries, as it was translated into more than two dozen languages and distributed in nearly 50 countries.