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.
Article: How Technology is Shaping Our Power Systems
Article: Micromobility Innovation is Redefining Urban Transportation
National Restaurant Association Ads
National Restaurant Association Mailer
National Restaurant Association Show Mailer
SuperZoo REO Speedwagon Email Graphic
American Marketing Association, TikTok video script
ROADMAP Registration Open Email
ROADMAP Messaging Platform
ROADMAP messaging platform
ROADMAP Video Script
ROADMAP Website Copy
Agency Marketing: Are You & mdg Meant to Be?
The Car Wash Show 2024 Sizzle Reel
SuperZoo 2024 Social Ad
InfoComm 2024 Social Ad
InfoComm 2024 Sponsorship Sales Email
InfoComm 2024 Social Ad
MINExpo 2024 Social Ad
Display Ad Examples
CVP Where Pet Groomers Get Ahead GROOM’D helps professional pet groomers of all levels hone their craft, strengthen their businesses and showcase their talent —while building relationships with a vibr
Foundational copy for rebrand
Creative Concept: SuperZoo 2023
Segmented emails, AIAA 2023 campaign
Just a few of my favorites.
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.