Sometimes I remember that I, a person who has been a copywriter for almost twenty years, am a creative director and co-founder of a brand design studio.

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And I feel baffled, and I laugh at the grand comedy of the universe, and then I get back to it.

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Back to what, exactly?

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At Saint Friend, we help the brands we work with define and build an identity. Studio operations manager Hanna Choi manages the complex flow of things that make that promise possible.

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My partner, co-founder, and co-creative director Kate Carter and her team, Clarissa Fedorovich, Kayla Winter, and Monday Miller, lead the process for building their visual identity.

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Creative strategist Riane Colquhoun and I build the written identity. We create messaging (what brands believe and want to say), brand voice (how brands say those things in a consistent and interesting way), and copy (pieces of writing crafted in the brand voice to do a specific job).

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It is a foundational belief of our studio that a brand’s written identity deserves as much thoughtfulness and careful construction as its visual identity.

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When that happens, brands attain a level of distinction that crystallizes their position in the market and creates a platform for growth.

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I love that! I love that writing can create so much value. I love it so much I started a design studio.