Lee + Wrangler: Brand Storytelling and Editorial (2022)
Sometimes the job isn't building one big campaign. It's finding a steady stream of stories worth telling and making sure each one still sounds like the brand.
At VMLY&R, I supported Lee and Wrangler across editorial and digital content, writing stories rooted in the people, history, culture, and communities surrounding two iconic American brands.
The work ranged from reported features and interviews to product stories and brand history. I interviewed subjects, worked from research and source material, and shaped each piece around the voice of the person or story at its center.
For Wrangler, that meant everything from rodeo and Western culture to musicians, makers, and the people who have made the brand part of their lives. For Lee, I explored the brand's heritage and modern identity through editorial storytelling designed to give readers a reason to spend time with the brand beyond a product page.
The volume and variety taught me to move quickly between subjects and voices without losing the larger brand story.
A selection of my work is below.
Lead the writing and development of Kontoor's first-ever Inclusion & Diversity strategy. Wrote and developed script and video concept around Inclusion and Diversity Strategy:
https://www.kontoorbrands.com/about/inclusion-and-diversity
https://www.kontoorbrands.com/news-media/feature-story/11056/kontoors-inclusion-diversity-strategy
Sustainability Stories:
Apparel Spotlights:
3-D Design Advances story:
Employee Spotlights:
