Ways I Work

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Ways I Work *

Editorial & Copy Direction

RUGGABLE

EDITORIAL DIRECTOR

Defined the global editorial vision and product storytelling for a design-led rug brand. Shaped campaign positioning, national TV scripts, and education systems across DTC, retail, and international channels.

👉 VIEW CASE STUDY

A girl lying on a patterned rug, smiling, with a large golden retriever dog resting beside her. The girl is wearing a gray sweatshirt and camouflage pants. Text on the image says, 'For the pet hair is part of the charm homes.'

A vintage living room with dark green walls, a chandelier, a mirror above a fireplace with candles, a yellow velvet sofa, a round wooden table with a basket of dried leaves, a framed floral painting, and warm lighting.

A dog with orange and white fur, lying on a striped beige and white rug, next to a textured brown couch with a rounded armrest.

Text on textured red background reading "Ruggable x Scalamandré, Let their imagination run wild".

Close-up of a person rolling back a rug to reveal a built-in silicone backing to keep the rug in place, with a wall in the background.

Top: Close-up of a cat's paws on a striped carpet. Bottom: Hands kneading dough on a floured surface.

Close-up of a green leaf with white chalk markings and text overlay promoting a new green color called "So Fresh & So Green" by Ruggable.

Close-up images comparing unroll and softness of a white towel or fabric. The left shows a neatly rolled towel, and the right shows the same towel unrolled, revealing its soft, fluffy texture.

MANE BY JEN ATKIN

EDITORIAL DIRECTOR

Built the brand voice and copy systems for a celebrity stylist-founded hair tool line from pre-launch through Sephora debut. Led product education, packaging copy, and campaign storytelling across retail, social, and video channels.

👉 VIEW CASE STUDY

Collection of beauty and hair care product advertisements, including brushes, styling tools, and hair accessories, with models showcasing products and promotional text.

A cartoon illustration of a green alligator wearing sunglasses, with the phrase "All Grip, No Slip" in pink text above and below the alligator.

A person with blonde hair and blue eyes holds a sign that says "Caught You Lurking" with a message below encouraging to claim a prize.

Social media notification on a phone screen showing a photo of wavy blonde hair and options to accept or decline a share request from 'Mane Sustainable Hair Care' for a bounce-worthy hair care routine.

Selected Bylines

Cold Is the New Hot: Why Beauty Is (Literally) Cooling Down

A Longtime Etsy Shopper's Guide to Finding Home Decor Worth Keeping

Inside the Pharmakeío: The Lipstick Lesbians’ Greek Beauty Edit

Is The Dyson Airwrap Coanda 2x Worth $750? I Tested It For A Week To Find Out

The Best Body Sprays of 2026, According to Editors

I Got My Lips Tattooed—Here’s What Happened

How to Protect Your Skin and Hair From Wildfire Smoke, According to MDs

Is the 100-Stroke Method Actually Good For Your Hair?