THE LUXURY OF COMFORT

We are proud to be comfortable in our own skin, as well as our Taryn Rose shoes

In 1998, orthopedic surgeon Taryn Rose brought comfort to the world of luxury shoes. Ten years later she sold her brand for $40M. Unfortunately, the brand had fallen to the side after that, so when GBG bought it in 2017 it needed a full revamp from a brand identity point of view.

From brand book and tagline to content strategy and editorial direction, I led the storytelling across all channels. This included partnering with design to create the user experience online, overseeing all site copy from big ideas to product descriptions, concepting email newsletters, and more.

To bring to life the world of Taryn Rose, we created a blog called The Rose Room. A distinctly modern lifestyle defined by luxury, beauty and comfort, topics ranged from fashion edits and trend stories to interviews with female entrepreneurs, shoe signs and monthly indulgences. I led the editorial direction and final editing, overseeing a team of two writers. With high click-thrus, the blog proved to be a strong selling tool until it was shut down due to lack of resources.

Other brand support included naming new brand extensions and technologies, as well as creating supportive videos and storytelling.

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