The Usual is a two woman creative team of myself and Emily Anderson, specializing in smart, irreverent branded content. We are storytellers, global connectors and enthusiasts, working across a variety of platforms. Founded in 2011, The Usual started as a “love letter to Montauk”—a collectible newsprint publication focusing on the small New York surf town we call home. We publish one Montauk issue a year, and in the interim work with likeminded clients like Patagonia, J.Crew, EDITION Hotels, TOMS, MoCA and more. Check us out HERE.
Patagonia opened its first store in New York in 1995. To celebrate 20 years in the Big Apple, Patagonia released a 113-page publication with contributions by Paul Greenberg, Jamie Brisick, James Victore, Zak Bush, Jeff Johnson, Joni Sternbach and many more. Exclusive interviews with climbing legend Lynn Hill and Patagonia CEO Rose Marcario, as well as spotlights on urban environmental activism make the publication an inspiring read. Edited by yours truly, designed by Scott Massey.
Check out the issue online HERE.
Ian Schrager’s EDITION Hotels opened properties in Miami and New York in 2014/15. To promote the new spaces and celebrate the cities EDITION is based, The Usual collaborates with the high end boutique chain to launch of a bi-annual broadsheet to live in all hotel rooms, common areas and to be sent to a mailing list of 15,000 influencers. I manage the project as editorial director.
Check out the Miami Beach issue online HERE.
Check out the New York City issue online HERE.
Check out "The Future" issue online HERE.
For the incredibly inspiring Women in the World 2012 Summit, I created and edited the event publication. The 100+ page program featured information on the amazing women like Hillary Clinton and Leymah Gbowee who spoke at the conference, as well as insights and stories as to what guests would see throughout the three day event. Rarely has a work experience been so rewarding.
For the luxury hospitality chain, sbe, I manage the brand's lifestyle blog "The Collection." I create content that's relevant to their markets around the US and abroad focusing on high-end drinks and dining, travel, art, design, nightlife, and more.
From 2012 - 2014 I was GOOD Magazine onlline's Creativity Curator covering topics related to design, art, architecture, sustainability and travel. In this role I also commissioned op-ed style pieces from the world's most interesting thought leaders. Everyone from Snoop Dogg to David Lynch contributed pieces through me on everything from gun control to meditation. I am currently a contributing writer to the website and publication.
Select commissioned op-eds:
Select features written by yours truly:
From 2007 - 2009 I was the satirical Jewish magazine Heeb's Editorial and Creative Director. Not only did I get to write about bagels on the regular, we also worked on cover stories with the Lonely Island guys, Courtney Love, Natasha Lyonne and more.
For the award-winning Oslo Airport travel magazine, I copy edit every issue and make sure all text is correct and succinct. The publication covers travel and lifestyle around the world. The magazine is published eight times per year, has a circulation of 50.000, and runs in Norwegian and English.
Read the issue online HERE.