Hayley Coupon
Hayley Coupon
Brand Content Strategist / Copywriter
Los Angeles, CA
www.hayleycoupon.com
instagram @hayleycoupon
WHAT DO YOU DO?
“I build brand voice. ”
I use insights, digital metrics, and creative skillsets to build and present compelling strategic creative briefs and content direction. I direct and execute creative strategy for campaigns, seasonal messaging, social media, and digital and print advertising. I'm both a copywriter + art director, and I love marrying language with visuals. Above all else, I value and love storytelling and developing a brand voice as a strategic conduit for a connection with an audience.
WHAT STEPS DID YOU TAKE TO GET TO WHERE YOU ARE NOW?
I've worked in the fashion and luxury industries for several years. Looking back, I definitely took a non-linear route to find my true passions and natural skills. I give a lot of credit to various mentors along the way, who really took the time to foster and encourage my abilities. I've learned something from every company, brand, and client I've worked with.
Ever since I was a kid, I designed magazines, catalogues, and retail spaces. I would draw out entire editorials and create brand identities -- long before I knew what that even was. I see my childhood passions come to life in my best work now -- I still love the creativity and strategic problem solving that comes with content ideation and brand building.
For the past few years, I worked at Eileen Fisher. The company really let me grow and develop, as they refocused their attention on digital, e-com, and social media content. It was the best work environment, with equal parts independence and collaborative teamwork. I amassed a large portfolio of work that I'm really proud of and made lifelong friendships and relationships there.
How do you stand out in your field?
Coming from my circuitous background, I know a lot about a lot of fields, with firsthand experience. I'm also a Film Theory major, which underlines my love of storytelling, both visual and verbal.
I'm also a social activist in my spare time, and bring a culturally and politically aware eye to all that I'm doing.
WHAT ARE YOU WORKING ON RIGHT NOW?
I just moved to Los Angeles, so getting my bearings in a new city!
I've also been freelancing for a couple clients on content calendars and creation, social media strategy, and copywriting.
I've also been focusing on writing more personal essays.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
Minimal. Simple. Elegant. Clean. Classic. A little playful. Natural. A touch of the handmade.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
I'd love to be involved in more brand identity! Since I'm not purely a graphic designer by trade, I think my skillset sometimes gets neglected in this process, and it really shouldn't be. I believe the right language and strategy are incredibly important when building brand identity.
WHAT IS FRUSTRATING YOU RIGHT NOW?
Social media influencers + their slow takeover of creative services -- a feeling that experience is getting trumped by followers, which I think is foolish!
IF YOU COULD HIRE SOMEONE FOR $20/HR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Teach me about plants, so that I can lose my black thumb.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
I wish I had told myself to take more graphic design classes, so that I was better technically skilled in creating graphics and layouts that match the ideas in my head and my copy/concepts! This probably would have been helpful when I was in college. Sometimes I regret not having a super technically tangible skillset that I can build a portfolio with.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
There are so many experts that I want to talk to! Ta Nehisi Coates, about writing long-form, impactful pieces; Joni Mitchell, about the craft of songwriting and lyricism; Matthew Weiner, about the creation and writing of game-changing TV shows; Rebecca Solnit, about the art of the political essay.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
Long-term content strategy and creation, copywriting, editorial direction.
DESCRIBE YOUR IDEAL JOB/CLIENT/COLLABORATION.
I'd love to work on a brand that wants to create content with an elevated, cultural perspective, and that understands the importance of literary sophistication as well as beautiful imagery. Ideally, I want to work for a client/brand/job that understands a larger global and social context, and wants to be unique within it -- that isn't just creating something to be consumed for the sake of consumption, but wants to be a catalyst for connection, change, and/or awareness.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Send me an email - h.coupon@gmail.com
HOW DO YOU STAY CREATIVE?
Reading, listening, and looking at inspiring, good work.
This member profile was originally published in June 2018.