Poketo

Editorial Direction, Campaign Conception and Strategy, Voice Elevation, Copy

roleS: Content Strategist + Copy Lead
TEAM: Poketo

Poketo is a beloved LA design brand with a dedicated customer base and artful collaborations with Nike, MTV, Disney, SFMOMA, the Guggenheim and more. I was hired by co-founder and Creative Director Angie Myung to align the brand voice with the colorful ethos of the brand’s visuals, while deepening connection with Poketo’s community in a rapid stage of growth.

EVOLUTION

My role quickly expanded from copywriting into campaign conception, content development, and editorial direction across all expressions of the brand, including early guidance on Poketo’s debut book Creative Spaces.

While I was there, Poketo won the Edge Award for positive community impact from the Los Angeles Design Festival and shortly after was acquired by Pattern Brands.

LAUNCHES

I named product launches like A New Angle, a fresh take on the brand’s bestselling collection of creative tools, and led editorial direction across all channels—which informed visuals like the art direction of this product shoot.

I found ways to educate customers on maximizing product features, like the Project Planner, seen here.

Launch messaging went beyond digital mediums to words written in the planners themselves, educating customers on maximizing product features.

I created assets for innovative launch giveaways on social media, as well as accompanying posts.

To engage the Poketo community, I strategized launch interactions like a golden ticket giveaway in LA and on social, writing words on physical assets and posts.

I wrote blog posts highlighting the brand’s expansion, including its arrival at ROW DTLA.

EDITORIAL

Reviving Poketo’s blog, I established a strong editorial presence for the brand—writing articles highlighting the founders, spotlighting artists, covering events and openings.

I brought an editorial feel to Poketo’s emails, illuminating the brand’s dedication to art and artists with layered stories to enrich product offerings for the cursomer.

Here, calendar artist Eloisa Iturbe shares the process behind her work and insights on her career as an artist.

#ARTSPEAKS

To bring greater visibility to the Poketo community and deepen the brand’s conversation with its people, I brought special projects to life across channels.

I crafted the words for a Pride month campaign to reflect the brand’s spirit of inclusion and support for the LGBTQ community, then produced and directed an editorial feature and video that we shot in the back of Poketo’s DTLA location.

director: Cate Scott Campbell

art director: Ly Tran

Director of Photography: Danielle Murray

ARTISTS: Jayy Dodd, Victor Go, David Hamilton, Taleen Kali, Adam J. Kurtz, Teresa Lee, Charise Sowells, Ly Tran

For International Women’s Day, I wrote the surface copy for acapsule collection and convinced the normally behind-the-scenes cofounder Angie to let me interview her, which readers loved.

“We were immediately impressed with the care, thoughtfulness, and loving energy of the Poketo customer journey. From their beautiful flagship store to their social media, email, and packages—each part of the Poketo customer experience is curated, and produced with care.”

PATTERN BRANDS’ ACQUISITION ANNOUNCEMENT