Shereé Whiteley

Senior Copy Director. Total Word Nerd. 

Naming/Branding — ROADMAP by ICA

Situation: The International Car Wash Association had a clear vision for its new live event series targeting industry executives, but the team needed a name, tagline and foundational messaging to shape the event brand's identity. It all had to be polished, professional, but not too suit-and-tie. Different from the flagship event, but not too different — and maintain the straightforward, conversational tone used across ICA's publication and event brands. 

What I Did: Following a brief workshop with the client, I developed the name for the event series (ROADMAP by ICA), the tagline ("Your guide to a stronger car wash business"), the names for each of the event's three days (People, Products, Projections) and a messaging platform to guide how we talk about the series and it components. Later on, I developed a video script and registration announcement email.   

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Website Copy & Brand Development — Partenza Travel, a Virtuoso Agency

The Situation: Before launching her luxury travel agency (my No. 2 dream job), Partenza Travel's founder needed some words for her website. I was brought on board to shape the brand voice and develop copy for a variety of webpages. These destination-focused landing pages were some of my favorite parts of this project, and they inspired some of my own, far-less-luxurious travels. 

What I Did: I started with a short exercise to get a feel for how my client wanted Partenza Travel to sound, then sent some short copy samples so she could see how I'd interpreted her requests for the brand's personality. After wrapping up copy for the homepage and contact us page, I combined her notes on what to feature for different travel destinations with my own research and keywords from her SEO consultant. The result is this series of travel-inspo-laden landing pages.