Warm, expressive, approachable, dry wit

Inviting, alive, sharp, conversational, punchy

Rooted in human emotion & connection

meg's copy style

projects

client work + concept projects

Brand Taglines

Logo Design &

Brand Taglines

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Vacation®

Vacation®

Social Media, Product Description

  • Social Media concept focused on voice & tone framework + product positioning.
  • Systems-thinking copy showing message consistency between email & banner web creative

  • Angle: Your skin deserves lighter-than-air + hydrating decadence.
  • Emotion: The delicious release of dopamine from using sensory products.
  • Tone: Luxury meets satire.

Vacation®

When a brand’s voice reads like a confidential memo slipped under the cabana door at a Miami luxury resort in 1984, I don’t break character; I become head of leisure operations. Vacation®’s tone is indulgent, deadpan, + wildly committed to the bit. 

As part of a writing assignment for Vacation®, I aimed to nail social captions in the tone of their internal communications. One documenting an onboarding debacle at the Board of Drinks, Cocktails, & Leisure, and another promoting their shimmering Classic Whip Glow SPF 30 in full decadent, dessert-cart detail.

For skin that demands both glow and grandeur: our classic "lighter-than-air" sunscreen now infused with iridescence. 

Inspired by the luxurious decadence of dessert carts in five-star dining halls, each dollop of our velvety smooth Vacation® Classic Whip Glow melts into skin with a luminous sheen worthy of a poolside debut in a silk sarong.

With delicious notes of banana, coconut, and aloe vera, you'll love the way it looks, smells, and feels.

Let your daily ritual feel like the dessert service at the Château Marmont, circa 1984. Indulge in the leisure-enhancing brilliance now at Vacation.inc, Target.com, and nationwide Target stores.

Introducing: Classic Whip Glow SPF 30.

Kitsch: Heatless Curls

Kitsch: Heatless Curls

Product Details

  • Website copy for selling heatless curling set.
  • Scannable product detail page for e-commerce hierarchy & clear CTAs in brand voice.
  • Like a perfectly timed compliment from a stranger at the reception.

  • Angle: Hair styling with heatless curls while you get beauty sleep.
  • Emotion: The effortless comfort & delight of not having to wake up early to style your waves.
  • Tone: Chic, assured, indulgent & soft but intentional.
Our satin-wrapped curling set works on straight, wavy, + loosely curly hair.
Add one more step to your nighttime ritual, & wake up with your hair done.

Smooth Mornings
& Touchable Curls

$18

the details:

Heatless Curling Set

The Satin Strategy

  • Satin-wrapped heatless curling rod
  • Two satin scrunchies to secure ends
  • Designed to set overnight
  • Soft enough to forget while sleeping
  • Lightweight & easy for traveling

Shutterfly:
Disney  Collection

Shutterfly x Disney Collection

Web Banner

  • Web Banner & Email concept submitted for Shutterfly application.
  • Mirrors Shutterfly’s warm, crisp, sentimental tone for their Disney Collection. 
  • Cross-channel copy showing message consistency between email & banner web creative.
  • Is it just me, or do you now want to take a kid to Disney, too?

  • Angle: Preserving the post-trip magic in a printed photo book.
  • Emotion: The magic of creating lifelong memories after pulling off a perfect trip with your kids.
  • Tone: Expressive, nostalgic, inviting, & a little crisp.

Shutterfly:
Disney  Collection

Shutterfly x Disney Collection

Email Campaign

  • Email & Web Banner concept submitted for Shutterfly application.
  • Mirrors Shutterfly’s warm, crisp, sentimental tone for their Disney Collection. 
  • Cross-channel copy showing message consistency between email & banner web creative.
  • Is it just me, or do you now want to take a kid to Disney, too?

  • Angle: Preserving the post-trip magic in a printed photo book.
  • Emotion: The magic of creating lifelong memories after pulling off a perfect trip with your kids.
  • Tone: Expressive, nostalgic, inviting, & a little crisp.

Turn your Disney trip into memories to relive forever.

Bring the magic home.

The $4 churros. The $200 mouse ears. The $2,000 memories.

You picked the perfect night, snagged the right spot, & somehow timed it so your kid’s hand found yours just before the music started. That’s not random. That’s Disney done right.

Add all to cart now. Yep, even the ones where no one’s looking at the camera!

save the memory

Subject: Disney Parks aren't the only place For souvenirs 🎁

The $4 churros.
The $200 mouse ears.
The $2,000 memories.

email campaign

Hers

UX Product

Hers

  • UX Writing concept submitted for Hims/Hers application.
  • Focused on information architecture, hierarchy, & terminology system across a hero & supporting sections. 
  • Clear, grounded, & emotionally resonant landing page hero concept for Hers’ weight-loss treatment program.
  • Built to support brand voice, move with strategy, & show how UX copy keep users scrolling with a story. 

  • Angle: Unsolicited permission to imagine life after weight loss.
  • Emotion: Add color back into your life instead of hiding behind a uniform of dark colors.
  • Tone: Grounded, expressive, a little punchy with a soft landing.

Weight loss personalized to you, delivered to your door.

Weight loss personalized to you, delivered to your door.

Meal Replacement Kits

Oral Medication

Not all meds work the same or work for the same people.
A free provider consultation will help you find what fits.

Daily ritual, zero pokes involved

High-quality, high protein, low stress

Daily or Weekly Injections

Ditch cravings and food noise

Not all meds work the same or work for the same people. A free provider consultation will help you find what fits.

This is where we tell you that we believe in relatable, impactful design that actually works & feels like you, blah blah blah... listen, we do, but that's not how we talk.

We could roll up our sleeves, tuck our Apple Pencil between our teeth + rattle off profound thoughts, but we're not auditioning for a hosting gig on HGTV.

So, instead I'll say if this is the kind of copy you love reading, & our designs piqued your interest, you're in the right place.

about

You’ve seen the copy.
Might as well see the person while you're here.

Mulberry & Moss

She's extremely knowledgeable, easy to work with, a great listener, & highly intuitive. If you're on the fence because of cost, just know that Meg's work is efficient, strategic, beautiful, & worth every penny.

"Worth
every penny"

Assuming the client is drowning without us is a pet peeve of mine for creative services copy: "you wanna save time, you've no clue what you're doing, huh?", churning out copy that carried my voice, humor, & warmth without dipping into the Quirky Creative.

The result? Personality-rich headline writing & quietly sharp strategy (“This way if you’d love a website → This way if you want beautiful branding”) for my Showit website without framing myself as the One Who Shall Save Their Brand.

Samples:

  • Like a velvet blazer at a dive bar: Showit websites & branding where being "too much" is exactly enough.

  • Branding that nail your look so you own the room, every time.

  • Websites that roll out the red carpet for your work.

  • Time to show up online like you own the place (Because you kinda do). 

Elaborate Daydreams design

Site Refresh

how to reach me

showit designer, branding, copywriter

Meghan Hales