TracyLocke worked with BJ's Wholesale Club to rethink and rebrand their entire in-Club experience, from small signs in the bakery and deli, to huge banners hanging over the electronics aisles. As lead Copywriter, I was responsible for writing headlines and copy for every element of creative that we designed throughout the entire Club, balancing brand voice, targeted messaging, and vendor requirements. It was a massive undertaking, but it affected a welcome change in approach for every new element we've created for the brand since.