VAIL RESORTS

I've worked on a ton of ski and snowboard brands in my career: Vail, Beaver Creek, Breckenridge, Keystone, Heavenly, Taos, Kirkwood and the grandfather of heli-skiing, Canadian Mountain Holidays (CMH).

I've written for teenage halfpipe riders who sleep in their car just to get first tracks; and the Bogner-wearing jet-setters who want private lessons, spa days and five-course meals.

Back before online was everything, we did the first ever poster insert in SKI and SKIING magazines.

Headline: Most resorts are lucky to have one bowl.
Inside fold: We have 7.
Poster: { names of the Legendary Back Bowls }

Agency: HL2

suzie: marketing plan, positioning strategy, associate creative director, campaign concepts, copywriting

GENE JUAREZ SALONS

The name Gene Juarez is synonymous with quality salon services in Seattle – in part because they have done customer intercept interviews for years. Soundbites were captured, as people exited the salon, and then strung together as radio spots. I wanted to bring more storytelling to the brand to create a connection to consumers and build brand loyalty. These spots speak to the sweet escape of time in a salon chair and the confidence you have in your stylist to make you look and feel beautiful.

Freelance

suzie: creative concepts, scripts, radio direction and production

STARBUCKS

One of my very first copywriting assignments in the agency world was to write a pair of gift certificates (yes, the paper kind) for Starbucks. They wanted the copy to be in the whimsical voice of the Starbucks siren logo. I imagined I was a mystical, mermaid-fairy and typed out a couple little ditties in about 10 minutes. They went to press without any changes. It's funny how some projects take months or even years. And others are the first words that come to mind.

I found an image of the original gift certificate online. Fast forward 20 years to the anniversary gift cards featuring a floaty design of the siren. I had nothing to do with the new version. But when I saw it, I bought it as a momento.

Agency: HLM

suzie: copywriting

SEATTLE CHILDREN’S HOSPITAL

The annual Workforce Giving Campaign at Seattle Children’s runs one month each year, calling all physicians, nurses, executives and staff to support the important work being done at the hospital and research center. The aim was to get 100 percent participation in the form of a one-time or recurring donation.

At the time, Seattle Seahawks quarterback, Russell Wilson, made weekly visits to children at the hospital. Our campaign launched with Russell, with other hometown celebrities slated for future years. Posters were visible throughout the hospital, with the “All In” mantra screened as floor graphics in break rooms, and tied to email campaigns. In all, more than $650,000 was raised.

Agency: Copacino + Fujikado

suzie: associate creative director, campaign concepts, copywriting

PRECOR

Print is not dead. Sometimes you need a piece with some "thud-factor" that is special enough to hang onto for some time. Precor was looking to become the high end fitness equipment provider to the world's premier hotels, resorts and cruise lines. The final piece was an accordion brochure with a brushed metal cover, tucked into a cardboard sleeve. Bold photography and storytelling drew parallels between the resorts' sophisticated clientele and Precor's ability to deliver superior guest experiences, quality and service. There was plenty of copy in this piece, but I’ll let this picture paint 1,000 words.

Agency: Hammerquist & Nebeker

suzie: creative concepts, copywriting

Precor Luxury Line Sales Brochure

BIG BROTHERS BIG SISTERS

Oregon has one of the worst high school graduation rates in the country. It’s staggering to consider, given the vibrant city of PDX known for its entrepreneurial spirit and commitment to charitable giving.

A research sprint pointed to a lack of personal bonds with a trusted adult. The kind that instill self confidence and a commitment to stay in school, and reach their full potential.

We set out to attract more BIGS to volunteer time with kids. Our work included everything from pro-bono ad campaigns, to small business kits to secure charitable giving, and special events – where BIGS and KIDS came set a new World Record.

Agency: Twenty Four 7

Suzie: brand positioning, creative concepts, copywriting, content sourcing, scripting, voice over, music selection, video/creative direction and production

Campaign video: Bigs in Blue

PIKE PLACE MARKET

This little gem was created many years back for the famed Pike Place Market – to promote Farm Season during late summer harvest. There were long discussions about whether the tractor should be yellow or the more typical red or green. But with the iconic red sign and lots of green veggies in the same illustration, you can see where we landed.

Oh sure, it’s just a poster. But I liked it so much, I had it framed and it still hangs in my kitchen.

Agency: HL2

suzie: associate creative director, creative concepts, copywriting