ClassPass

SENIOR COPYWRITER

Product Demo

ClassPass had a bit of a problem — potential customers didn’t fully understand how the app worked. So, we created a product demo video that shows people how the app worked and how it could fit into their life. I wrote the 30-second script for the video, which ultimately netted over 800,000 views on YouTube.

Rebrand

In 2018, ClassPass underwent a rebrand, as seen in BrandNew, to better reflect the fitness lifestyle they had evolved to. As a senior copywriter, I named our new custom typeface, which was picked up in Adweek. I also wrote the new voice and tone guidelines and ran 3 trainings for 30+ customer services associates.

My writeup for our custom typeface, as featured in Adweek.

“Overall, this is a cool evolution that gives the company and its audience something with more personality and recognizability.”

— BrandNew

Positioning campaign

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To better connect with their audience, ClassPass launched a 3-part positioning campaign. I developed distinct messaging and delivered creative for digital deliverables across display, paid social, and email.

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New Year’s Campaign

I helped ClassPass capitalize on New Year’s resolutions with an inclusive campaign that featured relatable fitness influencers: Hannah Bronfman, Shawn Johnson, Jessamyn Stanley, and the Modern Tarzan (Nicholas Coolridge). I concepted, wrote the tagline, storyboarded shorts, and converted content into long-form blog posts.

“Fitness for every routine”