What began as a branding exercise grew into a multi-year creative collaboration with Cuyana, the San Francisco-based lifestyle company with an ethos of “Fewer, Better.” Rachel’s close relationship with the company founders and creative team yielded concepts, campaigns and
copy that complemented the brand’s clean aesthetic and mission driven messaging.

Rachel concepted and wrote web features showcasing the brand’s commitment to global craftsmanship, holiday campaigns featuring poet Rupi Kaur, author Emma Straub and photographer/chef Julia Sherman of “Salad for President”, catalog copy as curated as Cuyana’s pared-down product line, and a minimalist approach to copy inspired by Joan Didion.