With Kindled Provisions, I helped shape the brand from its very first spark. Our clients wanted to reinvigorate their firewood product offerings and launch an online store, so I developed a new name for the brand, “Kindled Provisions,” wrote the tagline, “Ignite the Exceptional,” and established a tone that balanced craft, family warmth, and the fulfillment of tradition. I created the full brand guide based on my participation with the clients in a collaborative brand workshop with the client, helping translate their vision into a clear persona that could guide creative decisions long after launch.

I wrote all website copy and e-commerce product descriptions to sound both premium and grounded, and to be value-centric rather than dry summaries of features. The design team and I collaborated to create a signage package and trade show displays. To educate consumers on the ins-and-outs of fire-making and firewood shopping, I conceptualized and wrote the “Burning Questions” blog series. Finally, I developed print advertising and scripted three :15 and :30 television spots along with three :15 and :30 radio ads.