Spring Meadow Nursery grows and sells "baby plants" under the Proven Winners ColorChoice brand. I had little to no knowledge of plants, and had to learn and apply plant terminology in copy (it was like taking a botany class). The experience taught me to make sure I understood the product deeply and write concisely, so my message resonated with the audience. I even got to name a few plants under the Proven Winners ColorChoice brand.
 

I learned to write in different voices and apply different tactics as they have numerous target audiences along the supply chain, like B2B (growers and retailers) and B2C audiences. Click on the icons to the right to get a closer look.