Case Study: Dark Passion

When asked to write emails that gin up excitement while creatively featuring products, I dive deep into the brand language on the product website. Unless the request is for a net-new concept, I generally endeavor to reinforce the messaging of the previous creative work.

In this case, specialty brewer Goose Island requested that we feature the tasting notes for its exclusive release email. I was able to offer several copy options in a matter of hours, because I am an absolute master at picking up brand language and distilling it down into a form that looks well balanced and captures attention.