Allyson Marrs
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branding + digital

Before brands can express themselves, they need to determine who they are, and how to best tell their stories. Working as a project director, content strategist, and copywriter, I've collaborated with beautifully talented designers and patiently savvy developers to bring brands (and their stories) to life, reaching new audiences and, better yet, new levels of cool.

 

mumm napa

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Mumm napa

website & ongoing content

Work done for fine design group. photo: mumm napa

Mumm Napa traces back to GH Mumm, the leading international champagne brand in France. Established in California in the late 1970s, Mumm Napa follows traditional wine making techniques of its French heritage to create the finest, hand-crafted sparkling wines.

Establishing a tone of laid-back elegance, website copy makes sparkling wine part of your everyday. Yes, everyday — not every day. Content is focused on lifestyle first, seen in “occasions” found on the product pages that can pair lifestyle moments as simple as “Just Because” or “Weekend Brunch” or as elaborate as “ ‘I Do’ ” with the appropriate wines.

Roles played

-Website copy
-Social copy for Facebook, Instagram, and Twitter
-Ongoing content strategy
Ongoing blog posts
-Brand campaigns

Awards

IMA Best in Class
Communicator: Extraordinary Distinction


frank family vineyards

frank family

website & copywriting

Work done for fine design group. photo: frank family vineyards

First constructed as the Historic Larkmead Winery in 1884, Frank Family Vineyards is Napa Valley’s third-oldest winery. Under the more recent ownership of longtime entertainment executive Rich Frank, they are a legend turned legacy. Their family-owned, people-first intention emerges on a site that tells the story of a kind of hospitality where every guest is invited into the daily experience like an extended member of the family.

Storybook navigation introduces users to a typical vineyard day, with an ever-present clock element to guide the narrative. Content is paced to slow things down, to engross, demonstrating a commitment to people that drives a desire to experience it all first hand. The site works as a family album, communicating a familial experience made even better with great wine.

roles played

-Project director
-Website content strategy + copy
FINE project tour

Awards

Summit Emerging Media Award
WebAwards outstanding website
Davey Award
Communicator Excellence
Communication Arts Webpick of the Day


pruf cultivar

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pruf cultivar

copywriting & content strategy

Work done for fine design group. photo: pruf cultivar

Prūf Cultivar crafts the highest quality cannabis and sets a new standard for high-tech growing conditions; it’s elevated cannabis. Setting an industry standard in a newly emerging craft industry, Prūf’s story is about its growers, its facilities, and its superior product.

Custom website copy and messaging strategy elevate Prūf as a technology leader — a focused and innovative pioneer. The brand’s voice and tone is clear and straightforward, a trusted expert, yet not clinical in its delivery.

Content is organized and paced to orient users into this once-taboo industry and assure them they’ve come to a trusted source. From product descriptions to a glossary, the writing is a non-intimidating introduction to a brave new world.

roles played

-Naming
-Website copy
-Voice & Tone
-Infographic
-Newsletter strategy

Awards

IMA Best in Class
Gold Davey
Communication Arts Webpick of the Day
W3


Ayesha curry

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ayesha curry

brand strategy & copywriting

photo: ayesha curry

Lifestyle tastemaker, Ayesha Curry is the author of the New York Times Bestselling cookbook, The Seasoned Life and hosts her own show on the Food Network, Ayesha’s Home Kitchen. Passionate about food, family, and giving back, brand positioning and thoughtful messaging forged a content strategy that continually delivers the brand promise. With the launch of a kitchen line, a cookbook, a TV show, and a meal-service delivery kit, and more on the horizon, Ayesha Curry’s brand guide ensures all products ladder up to the master brand promise of Pure and Premi-yum products, without the fuss.

Homemade website

Homemade is a meal-kit delivery service with the whole family in mind — family-inspired meals by Ayesha Curry. Custom-copy for the website tells the story of gathering families back around the dinner table to share a meal, and more importantly, time together.

Roles played

-Brand positioning
-Brand story
-Messaging guide
-Voice & Tone
-Homemade website copywriting


fine

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fine

content & project management

Work done for fine design group. photo: fine

At FINE, I write and tell brand stories for our clients, while working on FINE’s own communication and marketing efforts. I’ve created (and given a personality punch to) FINE staff bios, blog posts, social posts, newsletters, project tours, how-tos, and best practices. I work to keep our internal voice self-deprecating and our outgoing message Human and Awesome.

I've also worked as the internal project manager to design and build the Shop, make design and development updates to the FINE website, design and produce merchandise and client gifts, among others (like the handy button below will tell you all about).


viceroy hotel zeppelin

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hotel zeppelin

brand strategy, copywriting, & project management

Work done for fine design group. photo: viceroy

Viceroy Hotels & Resorts’ Hotel Zeppelin is a boutique, mind-altering hotel in downtown San Francisco. Rebelliously celebrating the city’s countercultural tradition, it creates a progressive mindset at every touchpoint.

Work for Zeppelin began with a positioning — a brand book covering everything from story, to voice and tone, to word bank for unified and clarified messaging, no matter the platform. Once the brand was firmly established, copy brought the story to life in a web environment, igniting a peaceful revolution that breaks from standard, boring hospitality. An energetic personality communicates the hotel’s unique spirit while defiantly inviting guests to do the same.

roles played

-project director
-Brand positioning
-Brand story
-Messaging guidelines
-Website copy
FINE project tour

Awards

Graphis letterhead


viceroy hotel chicago

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viceroy hotel chicago

brand strategy &project management

Work done for fine design group. photo: viceroy

Set in Chicago’s Gold Coast neighborhood, Viceroy Chicago is an exciting paradox with a unique identity grounded by its contrasting façades. Inside, classically gilded design features collections of standouts from their era, enhanced by a contemporary composition throughout diverse spaces.

Beginning with a collaborative workshop, Viceroy Chicago’s brand story took shape from its contradiction—intuitive and prompt service unleashing a guest freedom to entertain whims and sharpen senses.

From the guest experience and touchpoints, to key selling features and service style, content strategy creates a confident neighborhood pillar that invites every guest to live brilliantly.

roles played

-project director
-Brand story
-Market position
-Messaging guide


Kimpton seafire resort and spa

kimpton seafire

copywriting & project management

Work done for fine design group. photo: Kimpton hotels

The Kimpton Seafire Resort + Spa in Grand Cayman is a new vision of Caribbean luxury, and Kimpton’s first international hotel. Work included naming, conceptualizing, and branding the hotel, its spaces, its programming, restaurants, and residences, over a years’ long collaboration of branding from the ground up.

roles played

-Project director for all restaurants
-Naming for hotel, restaurants, and meeting rooms
Coccoloba restaurant website copy
Ave/Avecita restaurant website copy
 

Awards

IMA Best in Class


Kimpton revival bar & lounge

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revival bar & lounge

copywriting & project management

Work done for fine design group. photo: fine

Set in Sacramento’s new Downtown Commons, atop Kimpton Hotel Sawyer, Revival bar and lounge boasts expansive views of the ever-changing landscape below, including the Sacramento Kings new Golden 1 Center. Working within a musical concept, the new brand work plays up the conviviality of its location with a rhythmic identity that leverages the space’s sleek and lively environment.

Roles played

-project director
-copywriter


dirty habit dc

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dirty habit dc

copywriting & project management

Work done for fine design group. photo: fine

Kimpton’s Dirty Habit DC is an alluring downtown Washington, DC restaurant with a surreal edge. It sets three distinct moods within its space, all film noir-inspired and crawling with enticing social cues—a provocative take on small-bite dining, with disarming décor and a mysterious feeling of dark and unexpected twists around every corner.

The restaurant brand’s copy is a pervasive experience, creating an undertone of thrill and intrigue. Copy is purposefully dramatic, with a sensual tone that toes the line of enticing and intense. The brand dares its guests to submit to sensory overload, and the messaging does the same.

roles played

-Project director
-Website copy
FINE project tour


kimpton hotels & restaurants global brand playbook

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global playbook

brand strategy & project management

Work done for fine design group. Photo: fine

A years’-long relationship between FINE and Kimpton — and a $430-million sale to IHG — culminated in a global brand playbook. Messaging, standards, graphic guidelines, and everything in between, form a comprehensive reference about the brand that pioneered boutique hospitality.

Working with a lean team over the course of a year, FINE interviewed, researched, and massively curated to organize brand tenets and details into digestible chapters, then putting word to paper (several hundred pages of paper). The original playbook serves the U.S. team, with a global version that soon followed to outline region-specific standards.

It’s a know-all about a brand that does it all a little different.

roles played

-Project director
-Information gathering and curation
-Interviews
-Editing, proofing


Double take la

double take restaurant

naming & project management

Work done for fine design group. Photo: Kimpton Hotels

Located on Wilshire Blvd, Kimpton’s Double Take bridges Westwood and Beverly Hills with a modern restaurant and bar rooted in L.A. history. A clever merging of materials and textures creates an environment of high-style with low-pretension. The experience is inspired by the spirit of independent filmmakers—those who ply the craft of film by day and seek well-crafted food and cocktails after hours.

It began with a name exploration to capture the sense of duality behind the concept, before moving into identity, collateral, and web skinning.

roles played

-Project director
-Naming
FINE project tour


kimpton mason & rook hotel

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mason & rook hotel

naming, copywriting & project management

Work done for fine design group.

Like a verbal collaboration between a fraternal brotherhood and a game of chess, Kimpton Mason & Rook Hotel pieces together DC’s most clever and cunning allusions, styled simply yet well-curated. With a name rooted in strategy and spirit, the hotel highlights the ability to pair styles that create craft experiences.

roles played

-project director
-Naming
-Collateral copy
FINE project tour


Headlands coastal Lodge & spa

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headlands

naming, content strategy & project management

Work done for fine design group.

Headlands Coastal Lodge & Spa is a new luxury hotel in rustic and charming Pacific City, Oregon. Designed as both the launchpad for adventure and a sanctuary for relaxation, brand strategy developed this idea of experiencing the duality of the Oregon Coast — where weather may rotate through several seasons in the same day. Luxury accommodations pair with local adventure guides, encouraging guests to head out before staying in. From naming, brand and content strategy, ID development, campaign strategy, and messaging, the core tenants of the brand tell a story of experiencing the locale in all its glory. Work for this client transitioned to another agency.

Roles Played

-project director
-Naming
-content & social strategy
-brand story & messaging


Katharine brasserie and bar

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katharine brasserie

copywriting

Work done for fine design group.

Katharine Brasserie & Bar, a Kimpton restaurant, located in the historic, former RJ Reynolds Building in Winston-Salem, North Carolina puts a modern sheen on Art Deco design. More importantly, its menu leans on southern traditions for a creative take on multi-course French dining.

The website copy straightforwardly features the place made special by the vision, with a hospitable tone paying homage, and a pleasantly composed personality that’s relaxed and inviting – never overdone. It’s a story of what once was, enlivened with what’s now: culinary creations and quality time spent together.

roles played

-copywriter


the outsider

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the outsider

copywriting

Work done for fine design group.

Kimpton’s The Outsider restaurant is at the top of Milwaukee, Wisconsin’s social scene. With an enviable downtown location, signature Kimpton style, and six unique indoor and outdoor areas covering more than 5,000 square feet, website copy brought the atmosphere to life.

Keeping in tone with Kimpton’s irreverent voice, The Outsider site provides an orientation for those visiting the city and for those locals looking for something new. It’s an invite to explore, where Outsider guests immediately feel like insiders upon arrival.

roles played

-copywriter


Tre rivali

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tre rivali

copywriting

Work done for fine design group.

Kimpton’s Tre Rivali restaurant is where Mediterranean cooking meets downtown Milwaukee. Traditional menu items are re-envisioned with contemporary ingenuity, and the restaurant’s space itself is broken into distinct pockets of energy for diverse experiences within the same venue. Copy strikes a balance between these two worlds while blending a sense of both distinction and cohesiveness of the five separate areas of service.

Weaving in Kimpton’s playful and colorful language, Tre Rivali’s site expresses the familial, community vibe the Mediterranean is so well-known for, and welcomes diners in for a drink, a bite, a morning hangout, or a group event.

roles played

-copywriter


kimpton buchanan hotel

buchanan hotel

naming, copywriting & project management

Work done for fine design group. Photo: Kimpton Hotels

The Kimpton Hotel Buchanan is your personal San Francisco neighborhood pied-â-terre, at the junction of The Fillmore, Pacific Heights, and Japantown. It’s a quietly confident local experience, with a style that speaks to the area’s historic past and blends with Kimpton’s dedication to effortless, elevated experiences.

roles played

-Project director
-Naming
-Collateral copy
FINE project tour


ta associates

ta associates

account & project management

Work done for fine design group. Photo: TA Associates

TA Associates is a global growth private equity firm with a 50-year history and a portfolio that tops 460 investments and $17 billion. Their approach is personal, focused on partnerships in five dynamic sectors that build lasting value for growing companies around the world.

roles played

-nearly 4 years account management + project direction:
-branding
-website
-19 photoshoots
-newsletters
-annual reports
-marketing plans
-50th anniversary microsite
-Website copy editing
FINE project tour


king estate winery

king estate winery

copywriting

Work done for fine design group. Photo: King estate

Oregon’s King Estate Winery has been making wines through an organic process since the early nineties. They’re fickle about quality. They’re picky about process. They’re uncompromising about practice. The wine brand’s website copy expresses the same message. Speaking directly to their audience at all times, King Estate creates a feeling of dutiful host, one who has thought of, and taken care of, everything. Their Estate is yours to explore, and copy paints a picture of the place and all that happens in it. Language is colorful, polished, and formally inviting.

roles played

Website copy
FINE project tour

Awards

Communication Arts Webpick of the Day