Branding, Advertising, and Creative Portfolio
What’s in a Brand: Building Your Story with Expert Copywriting Services
A successful brand is more than just a logo, tagline, or name. It’s about the story it tells, the emotions it stirs, and the lasting impact it creates. Over the past five-plus years, I’ve had the opportunity to work on various brands, guiding them from the inception stage to creative refreshes, and everything in between. As you'll see on this page, my copywriting services are designed to craft compelling brand identities that resonate and leave a lasting impression.
Forge Creek Brand Development
When I set out to craft the creative direction for a premium hunting brand like Forge Creek, I knew it had to speak directly to the heart of real hunters. The brand needed authenticity, grit, and a boldness that matched both its name and logo.
A key part of this was developing a tagline that captured the brand’s action-driven nature. After rounds of refinement, the tagline emerged:
"Forged through innovation. Inspired by the hunt."
With this foundation, I worked closely with key stakeholders to shape the brand story, tone of voice, and overall creative strategy. From there, Forge Creek's identity took shape, as you can see in the examples below.
Note: Brand story examples from the Forge Creek Brand Launch Book - 2023.
Timber Ridge Brand Refresh/Ad Campaign
Timber Ridge Products, a leading brand in the outdoor industry and featured in retailers like Costco and on Amazon, had been operating under the same creative direction since its launch in 2014. The challenge for this project was not to reinvent the brand, but to give it a fresh, engaging new look while creating an impactful ad campaign.
I started by crafting a new tagline to spearhead the campaign: “However You Outdoor.”
Given Timber Ridge’s extensive product lineup—chairs, tents, wagons, and more—tailored to a variety of outdoor activities like camping, tailgating, and sports events, this tagline felt like the perfect anchor for their renewed identity.
With the tagline in place, I developed scripts for multiple campaign videos, recorded the voiceovers, and designed complementary social media and advertising content to drive the message home across platforms.
Brand:
Timber Ridge Products
Key Contributions:
Tagline Creation
Campaign Story
Google/Social Ad Content
Video Script
Voiceover
Year:
2023-24
Full “However You Outdoor” Campaign Video
Script and Voiceover by: Steven Penn
Video by: Kevin Loiselle
Shorter “However You Outdoor” Campaign Video
Script and Voiceover by: Steven Penn
Video by: Kevin Loiselle
To support the "However You Outdoor" campaign, I developed and managed a strategic Google Ads campaign designed to drive engagement and boost sales. Key components included:
Selecting target keywords and demographics
Setting and optimizing the PPC budget
Choosing attention-grabbing visuals
Writing compelling ad copy aligned with the refreshed brand message
Over two phases during spring and summer 2024, the campaign ran on a budget of just over $4,500 and achieved:
50,000+ clicks
81,000+ interactions
3 million+ impressions
Significant sales growth for Timber Ridge's Amazon store
Driving Results with the "However You Outdoor" Google Ads Campaign
Canine Canyon Brand Development
In 2020, I embarked on an exciting project to develop Canine Canyon, a brand dedicated to providing high-quality pet products. The goal was to create a compelling brand story and a distinct tone of voice that resonated with pet parents.
In addition to the foundational storytelling, I crafted engaging content that would elevate the brand’s presence across various platforms, including a brand video and comprehensive website content.
Brand:
Canine Canyon
Key Contributions:
Brand Story/Tone of Voice
Brand Launch Video Script
Brand Book Content
Website Content
Year:
2020
Miscellaneous Branding/Naming
In addition to leading large-scale branding and creative initiatives, I’ve also had the opportunity to create unique names for product lines, technologies, and more. Below is a growing list of these projects, showcasing my ongoing work in this area.
Project:
Naming a new line of Timber Ridge packs at Costco:
Naming Timber Ridge’s new motion technology: