summary
I began working with Helzberg—first on contract as a Marketing Consultant and later as a freelance writer—as they were ramping up for a brand refresh in September 2024. Two projects have included writing aligned with the new brand identity:
— Organic social media, October 2024 – April 2025
— Education pages, currently in development
A summary of the creative direction, from DEPT:
To create a visual identity that felt truly timeless, we created a layered brand expression—including a new logo, fresh color palette, and design system—that combined authenticity with texture and a unique sense of story worthy of Helzberg’s century-old legacy.
We also crafted a new set of principles around tone of voice and content direction that prioritizes emotional honesty over polished perfection. As a premium brand, Helzberg should feel service-forward, curated, and unique—exuding a certain quiet confidence that comes off as real and relatable, not stuffy or high-brow.
ORGANIC SOCIAL: INSTAGRAM POSTS
I was assigned to transition organic social media content from Helzberg’s agency to in-house starting with Q4 2024 and ending in late April 2025, when a full social team was brought on board. The challenge: Use existing Helzberg photography, UGC content, and images from 100+ years of Helberg archives…with minimal new photography.
— My jobs: Create the editorial calendar, identify user needs aligned with the marketing brief, collaborate on concepts with designer, write the copy
helzberg.com: education pages
Helzberg is revising all of the Education pages on Helzberg.com based on its new voice, style, and positioning. As a Marketing Consultant, I helped clarify the message framework and became familiar with the new direction, so I was brought on to refresh the content. The challenge: Translate industry terms into relatable, easy-to-understand language.
— My jobs: Write and revise copy; research as needed
TRISH BERRONG 