"Creative manifesto" included in a proposal to Lululemon. At first it was a simple Go Team! mission statement to rally the troops in the war room. But the CD liked it enough to make it the last slide — our parting thoughts, if you will (and I'm certain you will) — in the presentation.


For more than three years, I wrote 60-70 class descriptions each quarter for Cooks, the Twin Cities’ most revered provider of all things culinary. I introduced an upbeat, playful voice to the descriptions, which previously read more like recipes.


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Job descriptions are often so bland and structured that they repel, rather than attract, prospective candidates. My goal in writing these descriptions was to illustrate that POP has a real personality, and isn’t afraid to do things a bit differently. Five years later, they're still using a lot of the same lines.