You can call me Syd. I’m a brand writer based in the (best) city of Los Angeles.
Hey. Let’s get right to it. I’ve been writing for most of my life and copywriting for over 10 years. My approach? I don’t like to force things, whether it’s wit, relevancy, or aspiration. Creating a voice means discovering it—only then do ideas and words take shape. I believe that small ideas are just as important as big ones, and that a single word has the power to command attention in a world full of noise. And because thinking visually is important to me, I prefer collaboration—that’s where the magic really happens.
This is me.
Years of writing bad poetry and making weird art somehow landed me in the world of copywriting. I earned my chops in fashion writing about beautiful (and inscrutable) clothes before eventually making my way into tech.
How I got here.
Product
Product video for ChowNow’s white-glove service, Direct. I’ve written a couple more ChowNow scripts.
Varo Bank
01
The bank for all people gets a complete overhaul of its website.
“Every order has the power to make a difference.”
Basically the thesis statement behind ChowNow’s whole mission. Ethical food delivery was a necessary hot topic during the height of COVID-19.
#OrderBetter mission page.
#OrderBetter
03
#OrderBetter out in the world (specifically, Minneapolis).
Content franchises
04
You don’t have to try that hard to make food fun—the stories are kind of already baked in. This series spotlights local iconic restaurants with a bunch of fun social posts, videos, and visual features.
“Back of House” — kitchen workers’ day to day life — social media, editorial
“Drawn Delicious” — custom illustrated menus — social media, editorial
Lucky Brand
05
A denim manifesto for Lucky’s brand refresh. This is the only time I used “true blue.” I hope.
Apple
06
2016 Apple Event invite. So much of this stuff was top secret and boy, did they love their cryptic puns.
ChowNow
02
Other clients
Foundation, Varo, Plooto, 3BLACKDOT, VSCO, Marriott, Acorns, Opening Ceremony, Madewell, Nixon Watches, Save Khaki United.