Developed and wrote West Elm’s July 2012 catalog, including the “Meet the Makers” South African artisan collaboration feature and “Work In Progress,” a story on bloggers who work from home.

For the Fall 2012 season, West Elm worked with a community of artists and designers from Cape Town and Johannesburg, South Africa to develop several collections of furniture, tabletop and lighting. With the catalog creative team, I developed, “Meet the Makers,” the front-of-book run that introduces customers to the faces behind the designs, as well as a blogger-centric story about working from home (see “Work In Progress,” p.56).

To see more of my copywriting, flip through the complete July 2012 catalog here.