Challenge: A company based in Portland, Oregon, Schoolhouse Electric got their start replicating vintage light fixtures. They’ve grown to offer a full line of furniture, home decor and lifestyle items, some made in-house and some picked up from other companies. My challenge was to write copy for the new spring line, an incredibly wide range of products, while communicating the special stories and common characteristics that unite the products under the Schoolhouse umbrella.
Solution: With such a well-curated mix of products, it was important for me to tell the story of each piece–whether that was its utility, the artist or maker’s background, the way it was manufactured, or the unique history behind the item. With most products at a higher price point, it was also critical to communicate the value and quality that makes purchase of each piece an investment. To stay in line with the minimal but vintage-inspired style of the Schoolhouse line, I focused on using clean, conversational language with an occasional detour into playful or evocative of the past to add interest to the fascinating stories behind the products.