Work I’ve done at Burrow over the years
I’ve been at Burrow for over five years now, writing everything from marketing emails to assembly instructions and everything in between, as well as too many non-writing tasks to count. If you are wondering if I can do some particular type of writing, the answer is almost certainly yes, but putting examples of every last email, social caption, all of that into my portfolio would be a bit much, don’t you think? So, here is a selection of core projects, split into sections, to give you a sense of what I can do.
Product pages (PDPs)
When Burrow started, and when I originally joined, it was a single-product company: the entire website was designed around selling a modular sofa. As we grew, we needed to adapt to sell multiple products across different categories. At first, we were creating bespoke PDPs for everything we launched: first it was decorative pillows, then it was coffee tables, etc. This wasn’t really sustainable. So, working with our web design team, we created a standardized content strategy for each page, specifying, for example, what types of images would be in the carousel, and also what stories we’d tell below the fold. That part is important: many furniture brands don’t do much storytelling on their product pages, instead relying on a few glamour shots to do the talking. Burrow has such a deep focus on function and performance, that we put a ton of content below the fold, diving deep into stories around aesthetics, materials, or functionality. Like the furniture, the pages are modular, so we could reorder the feature stories for each product depending on its strengths, while keeping the same efficient, structural system that made it easier to launch products and give the customer a consistent experience. While it’s easy to dismiss all that content as wasted effort — “but no one reads,” I can hear you saying — we found that though a tiny minority of visitors actually scroll all the way to the bottom, those that do make up a significant majority of overall conversion.
Retail signage
Burrow is a digitally-native company, but that doesn’t mean we don’t have brick and mortar stores. We call our showrooms Burrow House, a name I gave them, to indicate that these aren’t just stores — the original one had a movie theater, green screen, and a deconstructed version of our couch. Since then, they’ve become a bit more performance oriented, but there’s still plenty of room for fun signage.
Product names
Maybe one of my biggest pride points: I’ve led the naming of every single Burrow product, from the original Nomad Sofa onward. My naming system evolved a bit over time, and as much as I try to describe the rules, at the end of the day it’s a bit of je ne sais quoi. But, in general: real dictionary words, ideally five letters, strong consonance, and a subtle connection to form or function without being explicitly descriptive of the thing. I’m partial to Field and Canon best.
(My work. Pushing that button will not help you get back to your work, unless your work is looking at my work.)