Go Get Em Tiger, a Los Angeles coffee company, wanted to drop barista knowledge without scaring off the Starbucks crowd.

Working with the digital agency, Gin Lane, I helped determine storytelling devices, and distilled the brand’s language into a signature mix of classic Angelino speak and accessible coffee geekery. In the process, I created a voice guide, and wrote all creative copy for the launch of GGET’s new website and e-commerce portal.