1. The Challenge

• Client: Google Store Retail (USA)
• Context: Refresh all physical retail locations for the launch of new Pixel devices.
• Goal: Develop compelling, quick-hitting copy to communicate new Pixel features and map the customer journey through the store.
• My Role: The sole copywriter on the project, responsible for all in-store copy and narrative sell-through. I was also tasked with creating the ideas around the on-table device demos, which required a lot of collaboration with UX team members.

2. The Strategy & Solution

• Strategic Focus: Creating “quick-hitting narratives” for a fast-paced retail environment, shifting copy from descriptive to persuasive.
• Key Deliverables:
  • Developed customer journeys and wayfinding copy for retail traffic flow.
  • Wrote feature stories for new Pixel technologies (e.g., Gemini Live Video, Conversational Editing).
  • Refreshed the large “Spine” installation at the Mountain View store, filling display cabinets with product and copy stories.
• Execution: Operated under highly aggressive deadlines, requiring rapid development and sell-through of numerous copy alternatives to design and leadership teams.

3. The Results

• Outcome: Successfully delivered the entire retail copy suite on time for the new Pixel launch.
• Impact: Ensured a cohesive brand narrative across all physical touchpoints for a major product launch.
• Skill Demonstrated: Proven ability to manage a massive, complex project as the only copy resource, meeting high-stakes deadlines and achieving executive buy-in.