Sup? I'm Carley.

From writing for one of the largest online universities in the country to helping navigate a new campus landscape in a post-pandemic era, my six years with Southern New Hampshire University spanned conceptual, digital, broadcast, OOH, paid social, and print. The role required close collaboration with design, video, web, SEO, and key stakeholders every step of the way. As Copy Director, my mission was to make SNHU the top choice for students seeking a welcoming, fun community in the heart of New Hampshire—one where they wouldn’t have to sacrifice quality for cost.

Over the course of our three-year relationship, I’ve learned that STANCE is so much more than a sock company. A true champion of the creative spirit, STANCE pushes boundaries, celebrates individuality, and works with a seriously talented lineup of musicians, artists, and professional athletes who inspire people to embrace the messy and be as uncommon as humanly possible. (A mantra I feel deep down in my bones.)

My copywriting projects with STANCE have ranged from writing and working on two magazines, interviewing their roster of Punks and Poets, scripting their first brand video, and partnering closely with the creative team to develop their Uncommon brand platform.

When RVCA (pronounced "roo-kah") approached me about helping with some campaign language, and translating that campaign language into specific deliverables, my response was a swift, “Hell yeah!”

RVCA has been a brand I’ve loved for as long as I can remember, so writing copy and building out the creative framework, social posts, email blasts and product descriptions for their East Meets West and Sunday collections was a dream come true.

Client: NH Travel and Tourism
Agency: GYK Antler
Design Partner: Jeff Topping

I’ve had the pleasure of calling The Granite State home for most of my life, so writing for New Hampshire Travel and Tourism (BEA) for the last three years has been an exciting opportunity. In a state where you can surf, hike, ski, kayak, ATV, and more, to “Live Free” isn’t just a state motto, it’s our DNA. The underlying theme of @VisitNH has always been freedom of choice, with bold and empowering copy and a confident tone that quickly communicates the endless outdoor adventures in New Hampshire.

Client: NH Travel and Tourism
Agency: GYK Antler
Design Partner: Lauren Contic

Summer 2017 presented a unique opportunity to develop a seasonal campaign for one of the state’s busiest times of year. Building off of the Live Free brand, this campaign rallied around one word that truly defines how active and expansive summer in New Hampshire is: LIMITLESS.

From digital banners and print ads to a Boston takeover including a North Station Domination complete with digital screens, two sheets, posters, and turnstiles, this multi-channel campaign strayed away from the bold headlines the brand was used to in favor of deeper and more meaningful storytelling.

Client: Timberland
Agency: GYK Antler

Timberland PRO uses various technologies in their workwear, each designed to fulfill a specific consumer need, from battling the elements to keeping workers safe on the job. My mission as the writer on this project was to both name these technologies, as well as write the supporting messaging explaining what these technologies accomplish in a consumer friendly way. The project also included hang tag headlines for retail, a one sheeter, as well as POS signage.

Client: Cedar’s
Agency: GYK Antler
Filmed by: Big Brick Productions

Cedar’s is a family-owned company where the original recipe is still made the traditional way, with pure ingredients and a simple process. The ask was as straightforward as their product: Write a script for their brand video that would follow the journey of a single chickpea. The colorful and descriptive language in this script compliments the wholesome video footage and their mission of embracing only the best ingredients.

Client: In Good Company
Agency: GYK Antler
Design Partner: Lauren Contic

In Good Company is a financial education company that believes in less jargon and more open conversation. With the mission of making financial advice feel more approachable, In Good Company was looking to find their voice and position themselves for a more millennial audience with a fully blown out awareness campaign. Executions spanned billboard, transit, digital, and social, and was targeted at those who are thinking about their financial futures, but might not know where to start.

Client: PayPal
Agency: GYK Antler

Description:

A giant in the payment realm, PayPal’s voice is informed, trustworthy, clever, and helpful. As a copywriter working on the PayPal account, my job was to make sure this voice always translated to every asset. From the global consumer brand to small business initiatives, I created seasonal content, landing pages, digital ads, email campaigns, and named and developed their first small business newsletter. No matter the medium, the goal remained to clearly communicate how PayPal could fit into the consumer's life with security and ease.

After writing and launching the broadcast commercial for the new brand campaign, “More Powerful Than Medicine”, Dartmouth-Hitchcock decided they wanted to build upon “More Powerful Than Medicine” even more. From telling emotional patient success stories and tapping into service lines, to celebrating the talented doctors who deliver compassionate care every day, we took “More Powerful Than Medicine” from one campaign to a larger rallying cry for the work that Dartmouth-Hitchcock is doing in New Hampshire and Vermont.