Congratulations! You’ve made it to the secret page of my website, the page in which I talk about—drumroll, please—my work as a writer.
In tandem with my art-making, I’ve been working as a copywriter for over 10 years. During this time, I’ve worked on projects for Google, Adobe, Grammarly, KQED, ModCloth, and numerous startups and agencies. I’ve seamlessly written for a wide variety of brand voices. Plus, I’ve tackled every nook and cranny of a company’s copywriting and content needs, from marketing writing, to UX copy, to product descriptions, to blog posts, to social media posts, to—well, I think you get the idea.
Below is a small sample of the work I’ve done.
I’m always open to taking on new freelance clients and would be happy to talk with you. Feel free to drop me a line at hello@hrothstein.com.
Featured PROJECTS
Grammarly Brand Writing
I worked for three years as a brand writer at Grammarly. During this time, I wrote ads, emails, campaign copy, landing pages, and Grammarly’s popular year-in-review campaign. Below are a few of my proudest projects.
Grammarly’s year-in-review campaign has become a popular staple, and I was responsible for writing all copy for its first two years. Initially, the marketing and data science teams gave me a project brief and a list of user personalities defined by writing style. After a short meeting to review goals and get on the same page, I got to work. I created a name and description for each user personality, focusing on making the copy both fun and topical. I then wrote the landing page, social posts, and emails for this campaign, which received great feedback within Grammarly and across the internet.
An email from this campaign was featured on Really Good Emails.
I wrote all copy for Grammarly’s 2022 Black Friday campaign, which brought in millions of dollars. First, the writing team worked together to come up with a campaign theme of “magic.” I then worked closely with a designer to create cohesive, eye-catching emails, ads, in-product messaging, and social posts for the campaign.
Two of the emails I wrote for Grammarly’s Black Friday campaign were recognized by Really Good Emails (see here and don’t miss this one).
When I first joined Grammarly, its upsell marketing emails had different themes each month. For the email shown above, the month’s theme was outer space. I had fun incorporating the theme into my writing in a clever, smooth way that still delivered a punchy, clear message.
Adobe Stock Newsletters
Butcher Arts, a small, Bay Area-based agency, contracted me to write newsletters for Adobe Stock. Butcher Arts would give me a short brief, and I’d get to work scheming up bold, clever wording and inspirational turns of phrase. Here’s one example of my work:
Google Assistant for Kids
I was twice hired as a contractor to work on the Google Assistant for Kids. Along with four other writers, I worked to adapt the Google Assistant’s replies and features to a children’s audience. The work was widely varied. One day, I was coming up with 100 ways to say hello, the next I was writing jokes, feature descriptions, UX copy, or empathetic ways to respond to fears a child may share with the Google Assistant. I also edited third-party content to ensure it met brand standards.
Below is a personality quiz I wrote for the Google Assistant for Kids. Please note that the sample shown is screenshots of a voice dialogue and was meant to be spoken, so not all formatting and capitalizations are correct.
ModCloth Product Descriptions
During my four years at ModCloth, I worked on a wide range of projects, including blog posts, corporate communications, ad writing, website copy, and more. One of my favorite tasks was writing vignette-style product descriptions for the company’s wares. ModCloth’s descriptions aimed to inspire, explain, and illustrate, and they helped readers imagine how and where they might wear a garment. Below are two examples of my work, written to match ModCloth’s upbeat and quirky brand voice.
SOCIAL MEDIA WRITING FOR STITCH FIX
At Stitch Fix, I was part of a small-but-mighty social team. Each month, the team—composed of a few designers, one writer (me!), and a strategist—would meet to plan out the next month’s content and calendar. Each of us would bring ideas to the table. Once we selected and outlined the winning ideas, I’d work to bring them to life through witty, fun, and inspiring copy.
UX Copy for the Lully App
I wrote the initial UX copy for an app released by Lully, a medical device company. Below is my copy doc, which gives you a look at both my writing and the process I used when working with the Lully team. The team gave me screenshots of the app, which was still being built, and I wrote copy for each screen in a document that I then shared with Lully’s creative and product leads.
