Brand Voice & Asset Development
DealHero is a forthcoming savings app where customers can purchase and pick up discounted goods directly from local stores. To speak to both B2C and B2B audiences, I developed a brand copy toolkit capable of being deployed across all touchpoints (think brand statement-headline hybrids). Written using a fun savings-centric tone, I drew inspiration from typical idioms and gave them a unique and ownable DealHero twist so that the consumer is drawn in by the familiar yet reached by the unexpected.
Client
DealHero
Year
2024
Business to Business
About Us
Over the overstock? Boost profits and shrink losses with DealHero, the app-based marketplace that connects shops and shoppers. It’s as simple as uploading surplus stock at a discounted price. No training, no hiring, no hassle; just deals all the way.
Brand Statements
Surplus products? Surplus profits.
Goodbye surplus. Hello profits.
Putting overstock on the map.
Waste less. Sell more.
Sell it before you toss it.
What’s good for the earth is good for business.
You scan it. They buy it.
A model fit for any business.
Download the app. We handle the rest.
Business to Consumer
About Us
DealHero is a one-stop-bargain-shop. The app-based marketplace connects shoppers with the latest local deals. Stores upload products and shoppers benefit, it’s that simple. Save money. Save time. Save overstock from ending up in landfills.
Brand Statements
Your wallet’s favourite app.
The best things in life are on sale.
It’s over for overspending.
Save first. Shop second.
One app. Endless deals.
The one-stop-bargain-shop.
Hello bargain. Goodbye hunting.
The neighborhood deal watch.
Lower prices closer to home.
Role: Copywriter / Creative Director: Marie-Elaine Benoit / Art Director: Jonathan Nichol
Naming & Core Copy Development
You may have seen Gourma’s potted herbs at your local grocer, but what you may not know is that they’re produced by a company that was once known as Les Herbes Gourmandes. A couple rounds of naming later, Gourma was born and the brand’s core copy assets quickly ensued. Together with the incredible job done by the designers, the result is a beautiful and vibrant brand reminiscent of its roots and greenhouses.
Client
Gourma
Year
2022
About Us
At Gourma, nature has space to thrive. Lush and robust, our herbs make creating delicious meals easy. With dozens of varieties and organic options, we’re bringing nature’s best flavours to kitchens year-round.
Tagline
Bringing nature’s best flavours to kitchens year-round.
Nature’s best flavours year-round.
Role: Copywriter (with Stephanie Bibeau) / Creative Director: Isabelle Allard / Art Director & Designer: Anthony Morrell
Name Creation
Tasked with developing a bilingual name capable of speaking to the residential complex’s retiree target audience, we strategically searched for one also capable of evoking elegance and longevity. Waltz, a name proposed in the very first round, was chosen some half-dozen rounds later because isn’t that how it always goes?
Client
Groupe Selection
Year
2021
Role: Copywriter / Creative Director: Marie-Elaine Benoit / Art Director & Designer: Audrey-Claude Roy
Brand Guide Creation
In 2020, when hand hygiene was top of mind, Cascades PRO (the paper giant’s B2B product line) set out to rebrand itself as the one most capable of providing companies with solutions when they needed them most. A complete rebrand and toolkit followed, including everything from an overarching brand mission, a sub-brand re-development, and the establishment of both the brand’s personality and voice.
Client
Cascades PRO
Year
2020
Role: Copywriter / Creative Director: Marie-Elaine Benoit / Art Director & Designer: Janie Lemire