See Messaging & Brand Guide Here

*All work is for academic use only and is in no way affiliated with Warby Parker

For the final project in my Copywriting for Digital Messaging course during graduate school at UF, we were tasked with creating a messaging and brand guide for the national brand of our choice.

I chose to work with Warby Parker, the eyeglass company.

Warby Parker is a reasonably young, trendy company that has hit their stride. Most known for their home try-on services, Warby Parker makes buying eyeglasses quick and convenient.

Click below to view the guide curated which includes a brand mission, manifesto, core messaging, voice and tone, and brand characteristics.

I also created original content like emails, social media posts, paid ads, and blogs.

During the summer of 2019, I worked as a communications planning intern at 22squared in Tampa, Florida. In addition to our day-to-day tasks, the interns were put in teams to work on a summer intern project.

The Pitch: Give rise to change in 8 weeks.

My intern team was presented…

Objective: In my graduate level social media advertising course, I was assigned the task of creating ads for a Facebook and Instagram ad campaign for my lifestyle brand of choice.

For this assignment, I chose to work with lululemon, an athletic apparel company and lifestyle brand. I created these ads for the news feed placement on both Facebook and Instagram. In the post copy it was important to highlight their frequent hashtag #thesweatlife and make sure the messaging and language aligned with the brand.

Objective: In my graduate level social media advertising course, I was assigned the task of creating ads for ant e-commerce brand. I chose Rothy’s, an online shoe retailer specializing in women and girl’s shoes. Below are the mockups I created for organic and paid news feed posts as well as an Instagram story ad.

Objective: In my graduate level social media advertising course, I was assigned the task of creating a Pinterest ad for my personal brand — my blog, SJR.

For this ad, I used inspiration from organic pins I resonated with to curate the best pin for my own brand. The copy gives the audience an idea of what to expect when they click to my site, and I included a clear CTA: follow my blog.

The colors in the pin are in line with my brand colors I’ve used in all ad campaigns.

This pin in particular was part of an ad campaign for my final project and ended up producing good results. It made over 15,000 impressions and resulted in 130 clicks.

Samantha Reynolds

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store