American Women’s Quarters * U.S. Mint
The Role:Concept development, email copywriting, landing page copy, tone and voice refinement
The Problem:The U.S. Mint wanted to engage a new generation of collectors, but the brand was widely perceived as formal, outdated, and geared toward an older audience. As interest in traditional coin collecting declined, there was growing concern that the hobby—and its cultural relevance—was at risk of fading with it.
The Solution:We reframed collecting as something accessible, engaging, and culturally meaningful. By spotlighting the limited-edition American Women’s Quarters, the work shifted away from overly formal language in favor of a warmer, more conversational tone. Lighter copy, brighter visuals, and surprising historical details helped position the program not just as a purchase, but as an invitation to participate in a living piece of history.
The Execution:The campaign launched with an email designed to spark curiosity and drive sign-ups for the new coin program, paired with a dedicated landing page that introduced each honoree and visually brought the coins to life. Together, the experience balanced education with excitement, making it easier for both longtime collectors and first-timers to see themselves as part of the tradition.
