https://brentturner.cargo.site Brent Turner | Creative + Copy + Strategy Wed, 06 Mar 2024 17:13:18 +0000 https://brentturner.cargo.site en https://brentturner.cargo.site/Varo Wed, 06 Mar 2024 00:07:59 +0000 Brent Turner | Creative + Copy + Strategy https://brentturner.cargo.site/Varo Varo ︎ Headlines project my role:︎︎︎ Creative concept and copy This is part of an ongoing project in which I reconceptualize the creative process by building around a current news story rather than a traditional creative brief. For this particular piece, I started with an article about the disappearing American dream. I then applied that to Varo, an inclusive financial startup, to build a campaign targeting 3 key demographics. <img width="1355" height="835" width_o="1355" height_o="835" data-src="https://freight.cargo.site/t/original/i/95a66612b94ee232d991aeb88a84b792d88b0dcf712dd8974a1a944a8888aa78/Varo_2-1-24.png" data-mid="206133821" border="0" src="https://freight.cargo.site/w/1000/i/95a66612b94ee232d991aeb88a84b792d88b0dcf712dd8974a1a944a8888aa78/Varo_2-1-24.png" /> https://brentturner.cargo.site/Ecosense Wed, 06 Mar 2024 16:44:00 +0000 Brent Turner | Creative + Copy + Strategy https://brentturner.cargo.site/Ecosense Ecosense ︎ Brand and product marketing my role:︎︎︎ Creative team lead︎︎︎ Copywriter key results: ︎︎︎ 5 product launches/upgrades︎︎︎ 3 brand acquisitions (Soraa, Tempo, Lilibrand) Revolutionizing an entrenched industry is a process. With Ecosense, we trained architects, contractors and specifiers to think differently about commercial lighting behind a steady diet of creative product launches, acquisitions and a pending rebrand to the name Possible. // Website - Rebrand // <img width="1250" height="541" width_o="1250" height_o="541" data-src="https://freight.cargo.site/t/original/i/45557b1f16a9181b766aaa9670b6709190b305508b2c3a039ade8137d653b389/CustomESL_em.jpg" data-mid="206209554" border="0" src="https://freight.cargo.site/w/1000/i/45557b1f16a9181b766aaa9670b6709190b305508b2c3a039ade8137d653b389/CustomESL_em.jpg" /><img width="1250" height="541" width_o="1250" height_o="541" data-src="https://freight.cargo.site/t/original/i/6d93b42fea45a487cccd0fe2bde51bb84950cc7c716517d1ef237f13099f7c7e/CustomESL_soc-em-site.jpeg" data-mid="206209549" border="0" src="https://freight.cargo.site/w/1000/i/6d93b42fea45a487cccd0fe2bde51bb84950cc7c716517d1ef237f13099f7c7e/CustomESL_soc-em-site.jpeg" /> // Product Launch - Site, Email &amp; Social // // Microsite - Platform Launch // <img width="1924" height="1084" width_o="1924" height_o="1084" data-src="https://freight.cargo.site/t/original/i/f9f7e3091db5e961a1732ce8ffc3544c2059f50230257f4f72b2cdf63c220e9a/TROVflex_hero.png" data-mid="206209651" border="0" src="https://freight.cargo.site/w/1000/i/f9f7e3091db5e961a1732ce8ffc3544c2059f50230257f4f72b2cdf63c220e9a/TROVflex_hero.png" /> <img width="1022" height="1414" width_o="1022" height_o="1414" data-src="https://freight.cargo.site/t/original/i/3034393267996235cdd53ca440fa677752e2ad9badc214b2590fb2a3b166df12/TROVflex_em_findstrength.png" data-mid="206209676" border="0" src="https://freight.cargo.site/w/1000/i/3034393267996235cdd53ca440fa677752e2ad9badc214b2590fb2a3b166df12/TROVflex_em_findstrength.png" /> <img width="400" height="554" width_o="400" height_o="554" data-src="https://freight.cargo.site/t/original/i/e1d092fc274d4d4c35962ac1d8c033aeea299a2a7a440c3aa6d63267d0d28267/TROVflex_em.png" data-mid="206209650" border="0" src="https://freight.cargo.site/w/400/i/e1d092fc274d4d4c35962ac1d8c033aeea299a2a7a440c3aa6d63267d0d28267/TROVflex_em.png" /> <img width="450" height="622" width_o="450" height_o="622" data-src="https://freight.cargo.site/t/original/i/534a4d5241a986b3cdd5455747fc9b91a2d9ac072e6c9cedad76403e602fa5da/TROVflex_em_somuch.png" data-mid="206209664" border="0" src="https://freight.cargo.site/w/450/i/534a4d5241a986b3cdd5455747fc9b91a2d9ac072e6c9cedad76403e602fa5da/TROVflex_em_somuch.png" /> // Product Launch - Site &amp; Email // https://brentturner.cargo.site/Princess Wed, 06 Mar 2024 00:05:07 +0000 Brent Turner | Creative + Copy + Strategy https://brentturner.cargo.site/Princess Princess ︎ Consumer + trade ads my role:︎︎︎ Copy The original “Love Boat” brand has been on a years-long kick to own their legacy. I’ve been fortunate to help tell them that story as a contractor within their incredibly talented and fast-paced internal agency.&nbsp; <img width="1185" height="1569" width_o="1185" height_o="1569" data-src="https://freight.cargo.site/t/original/i/c58c28512a960cae375c84f257166eb6ce91dcf164248b3b5ad22ba8472a26a1/Princess_love_ad.jpg" data-mid="206134189" border="0" src="https://freight.cargo.site/w/1000/i/c58c28512a960cae375c84f257166eb6ce91dcf164248b3b5ad22ba8472a26a1/Princess_love_ad.jpg" /> <img width="1562" height="2053" width_o="1562" height_o="2053" data-src="https://freight.cargo.site/t/original/i/192f369d74aabc7e986d491ba13432e2d880605ce43605a3f7ab5a0de181dea6/Princess_travelweekly_wrap.jpg" data-mid="206134191" border="0" src="https://freight.cargo.site/w/1000/i/192f369d74aabc7e986d491ba13432e2d880605ce43605a3f7ab5a0de181dea6/Princess_travelweekly_wrap.jpg" /> <img width="1528" height="2016" width_o="1528" height_o="2016" data-src="https://freight.cargo.site/t/original/i/9ea36376669cfa05e3113be1195128ccd6a9239c93aa0875ee6d2717ad28bf90/Princess_travelweekly_ad.jpg" data-mid="206134190" border="0" src="https://freight.cargo.site/w/1000/i/9ea36376669cfa05e3113be1195128ccd6a9239c93aa0875ee6d2717ad28bf90/Princess_travelweekly_ad.jpg" /> https://brentturner.cargo.site/Lamps-Plus Wed, 06 Mar 2024 16:55:29 +0000 Brent Turner | Creative + Copy + Strategy https://brentturner.cargo.site/Lamps-Plus Lamps Plus ︎ Brand voice and content marketing my role:︎︎︎ Content lead︎︎︎ Creative copy lead key results: ︎︎︎ +900% sales on Amazon product launches/upgrades︎︎︎ Double-digit % growth YOY (2014-2019)︎︎︎ +40% email conversions and -25% unsubscribes&nbsp; Legacy brick-and-mortar Lamps Plus was already a category leader, but it needed a digital glow-up badly if it intended to remain so. Working cross-functionally with internal stakeholders, I refreshed the brand voice and built out a content strategy around the concept of “educating + inspiring” our customers. And the results followed. Boy, did they ever. <img width="1250" height="936" width_o="1250" height_o="936" data-src="https://freight.cargo.site/t/original/i/a66a219a66d05539df63acdbd71c006e895befc6c911a35ce1e7739f2caf7b23/LP_catalog_mod.jpeg" data-mid="206211298" border="0" src="https://freight.cargo.site/w/1000/i/a66a219a66d05539df63acdbd71c006e895befc6c911a35ce1e7739f2caf7b23/LP_catalog_mod.jpeg" /> <img width="1250" height="2025" width_o="1250" height_o="2025" data-src="https://freight.cargo.site/t/original/i/3ac221611ffa79565ba441e3ce2dc41d0825dec5626abe9d053f48a8c4da11f9/LP_site_feathered.png" data-mid="206211296" border="0" src="https://freight.cargo.site/w/1000/i/3ac221611ffa79565ba441e3ce2dc41d0825dec5626abe9d053f48a8c4da11f9/LP_site_feathered.png" /> <img width="400" height="2646" width_o="400" height_o="2646" data-src="https://freight.cargo.site/t/original/i/f97a953662f3d4227972f6247917b5c203dbe438013c1efde5c8d452001a9193/LP_em_mod-manifesto.jpeg" data-mid="206211295" border="0" src="https://freight.cargo.site/w/400/i/f97a953662f3d4227972f6247917b5c203dbe438013c1efde5c8d452001a9193/LP_em_mod-manifesto.jpeg" /> <img width="400" height="2006" width_o="400" height_o="2006" data-src="https://freight.cargo.site/t/original/i/9289e66b00d9b2cbd2aef864852d4a83e7599d777f5cfdab265e54bd0386a198/LP_em_layers-of-light.jpeg" data-mid="206211293" border="0" src="https://freight.cargo.site/w/400/i/9289e66b00d9b2cbd2aef864852d4a83e7599d777f5cfdab265e54bd0386a198/LP_em_layers-of-light.jpeg" /> <img width="400" height="2310" width_o="400" height_o="2310" data-src="https://freight.cargo.site/t/original/i/052c8ae31bc10ed9565768fc094b79a8fe601c26ea4583d1058aa0370f52ffad/LP_em_well-furnished-home.jpeg" data-mid="206211294" border="0" src="https://freight.cargo.site/w/400/i/052c8ae31bc10ed9565768fc094b79a8fe601c26ea4583d1058aa0370f52ffad/LP_em_well-furnished-home.jpeg" /> <img width="1200" height="843" width_o="1200" height_o="843" data-src="https://freight.cargo.site/t/original/i/139c4cb5aba194d4fcbce1729ca971924e37a9ab14b39245b33aa6c528e090c5/LP_catalog_trad.jpeg" data-mid="206211297" border="0" src="https://freight.cargo.site/w/1000/i/139c4cb5aba194d4fcbce1729ca971924e37a9ab14b39245b33aa6c528e090c5/LP_catalog_trad.jpeg" /> https://brentturner.cargo.site/Yeti Wed, 06 Mar 2024 00:49:38 +0000 Brent Turner | Creative + Copy + Strategy https://brentturner.cargo.site/Yeti Yeti ︎ Headlines project my role:︎︎︎ Creative concept and copy This is part of an ongoing personal project in which I reconceptualize the creative process by building from a current news story rather than a traditional creative brief. In this case, I started with a research paper about polar bear extinction. I then applied that news to Yeti, a beloved outdoor brand, to create an advocacy concept and revised brand tagline. <img width="2124" height="1376" width_o="2124" height_o="1376" data-src="https://freight.cargo.site/t/original/i/744cdc451dd789317b546b0fcc4823e7edc9576d21ab11fb1c9176f74775b941/Yeti-Alaska-billboard.jpg" data-mid="206134135" border="0" src="https://freight.cargo.site/w/1000/i/744cdc451dd789317b546b0fcc4823e7edc9576d21ab11fb1c9176f74775b941/Yeti-Alaska-billboard.jpg" /> <img width="3250" height="2250" width_o="3250" height_o="2250" data-src="https://freight.cargo.site/t/original/i/3392c3444ca36281d0347a2ff4b4543d290712e760948588d7f67506b771ca67/Yeti_bilfold.jpg" data-mid="206134142" border="0" src="https://freight.cargo.site/w/1000/i/3392c3444ca36281d0347a2ff4b4543d290712e760948588d7f67506b771ca67/Yeti_bilfold.jpg" /> https://brentturner.cargo.site/Korrus Tue, 05 Mar 2024 21:15:00 +0000 Brent Turner | Creative + Copy + Strategy https://brentturner.cargo.site/Korrus Korrus ︎ Brand launch my role:︎︎︎ Core brand messaging and style guide︎︎︎ Website launch︎︎︎ Investor and partner pitch narratives key results: ︎︎︎ Fast Co. “World Changes Ideas” nod in 2019︎︎︎ ~$50M in series C funding︎︎︎ Licensing deal with top tier display manufacturer (confidential) Bad light is killing us. Korrus was on a mission to change that. Across a brand launch and investor and licensesee pitches, we inspired our partners to reimagine lighting as a dynamic technology platform, capable of profoundly impacting human wellness.&nbsp; https://brentturner.cargo.site/Viking Wed, 06 Mar 2024 17:04:14 +0000 Brent Turner | Creative + Copy + Strategy https://brentturner.cargo.site/Viking Viking ︎ Team leadership and vertical launch my role:︎︎︎ Global head of copy key results: ︎︎︎ Viking Expeditions launch (brand’s 3rd vertical)︎︎︎ Owned full-stack of print, digital and onboard copy and editorial With over 80 ships operating in more than 300 ports worldwide, Viking was a logistical complexity to say the least. As head of the copy team, I oversaw a team of ninjas outputting all manner of copy, from acquistion marketing down to post-cruise retention. By my estimate, over one million words were produced during my one-year stint. And to top it off, we launched Viking Expeditions, the brand’s third vertical taking adventurers to the far ends of the earth.&nbsp; <img width="3207" height="1051" width_o="3207" height_o="1051" data-src="https://freight.cargo.site/t/original/i/bc1f5b43b16245cc283fea04f901a6aa25fb1656281b16acac86a932b215c06e/VIKING_vxp_cover-pages.png" data-mid="206211703" border="0" src="https://freight.cargo.site/w/1000/i/bc1f5b43b16245cc283fea04f901a6aa25fb1656281b16acac86a932b215c06e/VIKING_vxp_cover-pages.png" /> <img width="2138" height="1050" width_o="2138" height_o="1050" data-src="https://freight.cargo.site/t/original/i/6a10279ec8f0f7fb2771d913d13032550a00059c42ec6375b5e6098f85907ca6/VIKING_vxp_antexp-hero.png" data-mid="206211702" border="0" src="https://freight.cargo.site/w/1000/i/6a10279ec8f0f7fb2771d913d13032550a00059c42ec6375b5e6098f85907ca6/VIKING_vxp_antexp-hero.png" /> <img width="4232" height="2100" width_o="4232" height_o="2100" data-src="https://freight.cargo.site/t/original/i/5e6f66fa7ce3eba013d8de52fbb75efd1b960b82ae9b6262c81e0c1084d47cf8/VIKING_vxp_antexp-inset.png" data-mid="206211701" border="0" src="https://freight.cargo.site/w/1000/i/5e6f66fa7ce3eba013d8de52fbb75efd1b960b82ae9b6262c81e0c1084d47cf8/VIKING_vxp_antexp-inset.png" /> <img width="2138" height="1050" width_o="2138" height_o="1050" data-src="https://freight.cargo.site/t/original/i/7e84ec94d3ed08485582bd5e7197ee8fa61c21823354b7c05ebdbbcd9547f16e/VIKING_vxp_antexp-itin.png" data-mid="206211700" border="0" src="https://freight.cargo.site/w/1000/i/7e84ec94d3ed08485582bd5e7197ee8fa61c21823354b7c05ebdbbcd9547f16e/VIKING_vxp_antexp-itin.png" /> <img width="2138" height="1050" width_o="2138" height_o="1050" data-src="https://freight.cargo.site/t/original/i/7cffd3d04a66c8c3dd9bc4104d53e1df5741cc4d20672a6c8e8d7086221fbf19/VIKING_vxp_arcadv-hero.png" data-mid="206211699" border="0" src="https://freight.cargo.site/w/1000/i/7cffd3d04a66c8c3dd9bc4104d53e1df5741cc4d20672a6c8e8d7086221fbf19/VIKING_vxp_arcadv-hero.png" /> <img width="2116" height="1050" width_o="2116" height_o="1050" data-src="https://freight.cargo.site/t/original/i/3f0ce96a141cd77b6606b31c41d4c82de533008fb1231d87b130b20ecb1927ea/VIKING_vxp_artadv-inset.png" data-mid="206211698" border="0" src="https://freight.cargo.site/w/1000/i/3f0ce96a141cd77b6606b31c41d4c82de533008fb1231d87b130b20ecb1927ea/VIKING_vxp_artadv-inset.png" /> <img width="2138" height="1050" width_o="2138" height_o="1050" data-src="https://freight.cargo.site/t/original/i/f46078803092facf7649a09cd1174ab3dd29bbebb563f9f77b68b6adb79fced8/VIKING_vxp_artadv-itin.png" data-mid="206211697" border="0" src="https://freight.cargo.site/w/1000/i/f46078803092facf7649a09cd1174ab3dd29bbebb563f9f77b68b6adb79fced8/VIKING_vxp_artadv-itin.png" /> https://brentturner.cargo.site/Curation-Health Wed, 06 Mar 2024 17:13:18 +0000 Brent Turner | Creative + Copy + Strategy https://brentturner.cargo.site/Curation-Health Curation Health ︎ Brand messaging and full-funnel content marketing my role:︎︎︎ Associate Creative Director, Copy &amp; Content key results: ︎︎︎ Simplified brand pitch for AI healthtech solution ︎︎︎ 2X conversions on top-of-funnel digital ads︎︎︎ Coordinated content roll-out (ads, social, email, long form) Predicting heart attacks before they occur? Saving lives and money? The bolder the claim, the tougher the sell. While the Curation Health AI platform promised a beautifully simple path to better care, it’s messaging was anything but. I started by distilling the brand narrative to “a simpler smarter path to better care.” I then executed it across all touchpoints: internal brand guidelines, external partner pitches, and finally full-funnel marketing content.&nbsp; <img width="1105" height="647" width_o="1105" height_o="647" data-src="https://freight.cargo.site/t/original/i/73e6e828acf6bbd4c4963b5521de6a75bc9c64f1eae9be68299e875f9be6a184/CH_digital-ads.png" data-mid="206212896" border="0" src="https://freight.cargo.site/w/1000/i/73e6e828acf6bbd4c4963b5521de6a75bc9c64f1eae9be68299e875f9be6a184/CH_digital-ads.png" /> <img width="1444" height="647" width_o="1444" height_o="647" data-src="https://freight.cargo.site/t/original/i/d91949458a5b7cb166e32a1b60dfadafad0e6783f37515f23ed84620ad54d93c/CH_content.png" data-mid="206212893" border="0" src="https://freight.cargo.site/w/1000/i/d91949458a5b7cb166e32a1b60dfadafad0e6783f37515f23ed84620ad54d93c/CH_content.png" /> <img width="1105" height="647" width_o="1105" height_o="647" data-src="https://freight.cargo.site/t/original/i/3269a451ba016bb7a73f87b433df3a906a17d50aa0f5a79b63d82896a140feae/CH_social-posts.png" data-mid="206212895" border="0" src="https://freight.cargo.site/w/1000/i/3269a451ba016bb7a73f87b433df3a906a17d50aa0f5a79b63d82896a140feae/CH_social-posts.png" /> <img width="1444" height="647" width_o="1444" height_o="647" data-src="https://freight.cargo.site/t/original/i/95f0c8953a13aa41aabffc46856e7dd8172875b55f1d48f2d208a60e7db1a931/CH_emails.png" data-mid="206212894" border="0" src="https://freight.cargo.site/w/1000/i/95f0c8953a13aa41aabffc46856e7dd8172875b55f1d48f2d208a60e7db1a931/CH_emails.png" /> https://brentturner.cargo.site/Main-page Tue, 05 Mar 2024 21:15:00 +0000 Brent Turner | Creative + Copy + Strategy https://brentturner.cargo.site/Main-page Brent Turner I help brands speak human&nbsp; ABOUT ME YOUR FOREVER HOME SHOULDN’T FEEL LIKE A NEVER EVER THING ◇ varo ◇ &nbsp; THE INDUSTRY WAS FIXED, SO WE BROKE IT △ ecosense △&nbsp; LOVE IS IN THE AIR WATER ♡ princess ♡&nbsp; LIGHT WHAT YOU LOVE ◁ lamps plus ◁&nbsp; EARTH, BE COOL ♡ yeti ♡&nbsp; LIGHT HAS THE POWER TO CHANGE LIVES ← korrus →&nbsp; JOURNEYS TO THE EXTRAORDINARY ← viking →&nbsp; A&nbsp;SIMPLER, SMARTER PATH TO CARE ◇ curation health&nbsp;◇&nbsp; holler at me! phone email linkedin site content © 2024 / brent turner https://brentturner.cargo.site/Information Tue, 05 Mar 2024 21:15:00 +0000 Brent Turner | Creative + Copy + Strategy https://brentturner.cargo.site/Information Hello, I’m Brent(he / him) ︎ It’s not that I don’t care about shareholder value. It’s that I care a whole hell of a lot more about the work that I and the creative teams I lead do.&nbsp; And that kind of hyperdedication just happens to deliver shareholder value. That doesn’t mean I’m a workaholic either, to be honest. But after a decade plus in the trenches, I recognize the extraordinary effort it takes to get good stuff off the ground. And I really like making the good stuff. So yeah, I work my butt off helping teams achieve that liftoff. Ages ago, I dirtied my hands creatively by recording and touring with a band. That was fun. And so. much. work. But mostly fun. And it taught me valuable lessons about how to partner up, operate in the gray, fight for ideas I care for, and let go when even better ideas arise. I was in PR too for a hot minute, which also taught me a valuable lesson: namely, that I’m a much better writer than publicist. Lesson learned.These days, when I’m not a role-playing as a professional, you’ll find me removing concrete and landscaping our charming-as-shit home in the Lincoln Heights neighborhood of LA. Stop by and say hi if you’re in the area. For real. Professional bonafides:Director of Content &amp; Brand (Health-e Commerce | Present) Associate Creative Director (Chevron | 2024-2025) Associate Creative Director, Copy &amp; Content (Curation Health | 2022-2023)Senior Copywriter (Korrus | 2019-2022)Head of Copy (Viking | 2018-2019) holler at me! phone email linkedin <img width="3024" height="3507" width_o="3024" height_o="3507" data-src="https://freight.cargo.site/t/original/i/4543ea22923c130f5572a73d2de4cb317060a582e6f019f801441d42c94af1cf/BT-jtree-headshot.jpeg" data-mid="206127946" border="0" src="https://freight.cargo.site/w/1000/i/4543ea22923c130f5572a73d2de4cb317060a582e6f019f801441d42c94af1cf/BT-jtree-headshot.jpeg" />