Squirrel vs. Coyote
Role: Copywriter
Client: Alexis Devine / Squirrel vs. Coyote
Squirrel vs. Coyote was an indie jewelry brand with both ready-to-wear and avant-garde offerings. I was responsible for nearly every word the brand put out, including: 200+ product descriptions, blog posts, the manifesto, social captions, customer emails, and brand statements for press write-ups.
Additionally, I created the original website, uploaded all products (including images, descriptions, and specifications), maintained inventory sheets, and handled front-end and back-end SEO.
The brand went on indefinite hiatus in early 2020 when founder Alexis Devine’s dog went viral on TikTok. Devine later brought me on to help with that project as well — you can check out some of that work here.
Manifesto
While legacy brands have an established reputation they can use to sell their products, smaller ventures are typically interested in speaking more boldly in order to build their reputation.
That’s what makes working with indie brands so rewarding: it’s an opportunity to assert strong values and use that language to help a young brand find their people.
