VERGOLA ADS & BROCHURE

Copywriter

Agency: Loughran & Co
Client: Vergola
Creative Director: PJ Loughran
Copywriter: Erin Scruggs
Designers: Cass Pokora, Rachel Cazares
Producer: Kara Saffrin

Summary

Loughran & Co worked with Australian manufacturing brand Vergola (vur-GO-luh // like pergola + veranda) to develop new print and display ads as part of their expansion into the high-income LA market. As copywriter, I did what copywriters do: developed slogans/taglines that captured what this product is, and at the same time, enticed potential buyers to click/call.

My Approach

I poured over the brand’s existing suite of ads and sales collateral, discovering that it was somehow both cumbersome AND vague. The copy in print focused heavily on product features, leaned on industry-jargon, and the company’s longstanding (and respectable!) history, but it fell short of explaining what it is or why a buyer might benefit. What is a louver? Who cares if it’s motorized?

To make this brand and its product feel more luxury / less Home Depot and better appeal to its high-income target demo, I reduced the clutter and boiled it down to a few phrases that captured the essence of what the former ads were trying to convey (Vergola is a high-end flexible shade structure), and instead positioned it as a year-round lifestyle.

Our designers took my words and made them look impressive for a series of ad creative and brochures, resulting in a happy client and a face of the brand new enough for Hollywood.