The Richards Group
Article and magazine content. Research and writing. Agency: Parcel Design. July-August, 2022.
I worked with the team at Parcel Design to write content for the Richards Group’s in-house magazine, East TO. The Richards Group is a boutique real estate brokerage in Toronto’s east end.
“I like the way you work it” features helpful tips for refreshing your decor amidst post-pandemic supply chain disruptions and growing inflation rates.
I wanted to make this piece light and fun. The state of the economy is, by and large, a dreary subject, so instead of lingering on the “we’re all broke – what do we do?” question, I crafted a few key, clever tips to help inspire homeowners looking for a change that wouldn’t break the bank.
I decided to make the copy confident but fun and playful; like you’re chatting with your designer-friend. My angle was to make readers feel like savvy design-insiders, on the hunt for in-season pieces or creatively up-cycling hidden gems.
The purpose of this segment was to showcase these realtors’ favourite buys under $100. It was a chance to show a little personality and make readers feel like part of the team. I kept the copy fun and jovial, using a combination of declarative and exclamatory sentences, to show off the different styles on the team.
I took a journalistic approach to this article, interviewing members of management to get the full scoop on the new community hub, Beaches Sandbox. This non-profit offers a range of programs and services, primarily for children and adults with special needs. I focused on two main kernels to build this article: the organization’s name and space. My intention was to capture images of child-like curiosity and focus on the importance of connection to create buzz for the launch of this in-person facility. These ideas rang true, especially after years of isolation from the COVID-19 pandemic.
I wrote the article, “Do I Lock In?” in collaboration with the team at Parcel Design and The Richards Group. The intention was to create an interview-style piece to explore a salient topic in real estate today: whether you should buy amidst ever-increasing interest rates. Research and interviews were integral to my process.
Design and artwork provided by Parcel Design. See more of their work, here.