KOIO
Selected works from my time as Editorial & Copy Director at Koio, a New York–based footwear brand. Additional details and samples upon request.
VERBAL IDENTITY
I created a premium yet approachable tone of voice for Koio, articulated the brand’s core messaging pillars, crafted a new tagline, and refreshed all website and print collateral copy to inject the new identity into every brand touchpoint.
Role
Verbal Identity
Copywriting
Team
Creative Direction: Moira Gilligan
UX/UI Design: José Goicoechea
Year
2022
REGENERATIVE CAMPAIGN
Koio partnered with regenerative farms in Switzerland to create luxury footwear that restores ecosystems. At the time, this was a first-of-its-kind initiative in luxury footwear.
I created a campaign story that sold the sneaker at a price well above Koio’s usual range, at a time when regenerative farming was not yet mainstream. With this campaign, the shoe sold out in three days.
Role
Editorial Direction
Content Strategy
Copywriting
Team
Art & Design: Moira Gilligan
UX/UI Design: José Goicoechea
Year
2022
EDITORIAL CONTENT STRATEGY
When I joined Koio, the brand’s content was purely product-driven. I created an editorial strategy that moved beyond selling to build loyalty, authority, and trust through storytelling that drew audiences deeper into the brand’s world.
To bring that strategy to life, I pitched and wrote all published editorial content, from profiles and informative articles to features developed as part of larger campaigns, including The Man in Charge of the Beverly Hills Hotel, a story created for Koio’s Beverly Hills Hotel collaboration.
I translated all of these stories to compelling social and email formats as well, driving increased engagement and traffic to editorial content.
Role
Editorial Direction
Editorial Content Strategy
Writing
Year
2021–2023
