Branding & Copywriting

SHAWNA WAGMAN

More than words. A powerful differentiator.

Brands hire me to develop their unique voice and tone, messaging platforms and content strategies, all in the service of supporting business goals.

Here are some examples of projects I worked on for B2B and B2C clients:

Square

If you’ve been to a farmers market, a coffee shop or a bakery, you’ve probably used Square to tap your card for payment. Its POS app has been downloaded over 33 million times and has more than 4 million users. In addition to payments, Square for Restaurants allows food & bev businesses to manage front- and back-of-house operations. Over my 4 years as Creative Director and Copy Lead at Square, I collaborated with internal and external partners to push creative boundaries and grow brand awareness, loyalty and adoption for the Restaurants POS platform. I led the creative strategy for a series of US awareness campaigns that drove exceptional results.

“Shawna is an exceptional writer, but more importantly she is an expansive thinker who is able to think about levers that are productive for the creative, the brand and the business as concentric vectors. That ability doesn’t just come by being good with words, it requires a level of knowledge about the way the business functions, a strategic acumen and a good sense of judgment.”

DUSHANE RAMSAY

Donnelley Financial Solutions (DFIN)

Rebranded and repositioned the industry stalwart, transforming its brand identity from Donnelley Financial Solutions (“the friendly printer people”) to a bold, technology-driven, global risk and compliance player.

After the launch of DFINsolutions.com we saw a 300% increase in unique page views in the first 2 months.

Intuit, Quickbooks

This video was part of the “Perfect Pair” campaign developed during my time at McMillan for Intuit. The story focuses on the unique relationship between small business owners and their accountants. I wrote the script and then collaborated with the video editor to develop a narrative that would inspire entrepreneurs to find their “other half”.