Annie Moberg
Copywriter / Brand Identity Strategist
Artist / Mover / Founder
Silver Lake, Los Angeles, CA
Q What do you do?
“I am a copywriter and brand identity strategist specializing in beauty and wellness.”
That means that I write all the words that you see on packaging, advertising, websites, and more for your favorite established and indie beauty brands. But it also means that I help little baby brands figure out who they are before they launch. That initial identity work is crucial in setting a brand up for success in retail and beyond.
Q What steps did you take to get to where you are now?
I majored in creative writing with a poetry emphasis in college, so my parents were afraid I would become a couch-surfing bard. Lucky for them, I started working in beauty marketing while still in school. After working in-house at two beauty brands, I decided to launch my own studio in 2014.
Q How do you stand out in your field?
My laser-focus on beauty and wellness helps me stand out, but so does my ability to bridge the gap between creative and strategic marketing. At the end of the day, I’m a problem solver and language is the tool I use. All of my choices are purposeful, and in my branding work, I show clients how each internal decision ladders up into the consumer-facing narrative.
I’m also an intuitive communicator. I have a client who specializes in K-Beauty who is convinced I can speak Korean (I definitely can’t) because I’ve sat in meetings where only Korean was spoken and come out with a half-full understanding of what was said. My ability to connect with people and understand their motivations is part of what makes me good at my job. When a client is struggling to put words to their communication goals, I can get to the root of it with them just by listening and asking good questions.Q What are you working on right now?
Like, so much! I can't stop making stuff. Right now my big project is expanding my patreon to include more juicy goods as a rate with is sustainable to myself and my audience. I am curious in exploring an art practise that is financially sustainable for all people involved.
Q What are you currently working on?
I’m currently working on the brand identity for a women-owned cannabis company, rebranding an indie skincare company, and consulting with an agency on a Gen Z-focused rebrand for a multinational cosmetics company based in Lima, Peru.
I also have a handful of beauty and fashion clients that I work with on an ongoing basis on things like social media ads, email campaigns, and web updates.
Q What’s your style?
I think a good copywriter is a chameleon. It’s my job to identify and deliver the messaging, style, and values that are most compelling to the target audience. Because of that, my current and former clients represent a huge range of voices and tones: some, like Capsule Parfumerie, are atmospheric and sensual, while others, like Ritual vitamins, are very direct and science-focused.
Q Out of all your slashies, which one do you wish you could do more often?
I love to cook (and eat). Time in the kitchen is how I de-stress and the farmer’s market on Sunday mornings is something I look forward to all week. I go into mourning at the end of peak tomato season. All that said, I would love to ghostwrite a cookbook for a chef someday.
Q What is frustrating you right now?
I’ve been attempting to redesign my website for the last year, but it’s still not there yet. Next up: adding some case studies of my work. Right now, I create bespoke sample packages for new clients, but it would be great to have a graphic designer create some very pretty case studies.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
I spend a lot of time proofreading. I’m completely neurotic about it. A misspelled word is the stuff of nightmares to me. If I could hire someone to proofread, I would, but they’d probably have to be part robot or alien to satisfy my grammatical intensity.
(I proofread this interview five times. If there are errors that I find later, I may have a meltdown the likes of which has never been seen before outside of the great Greek tragedies. Kidding, promise.)
Q What do you wish you could have told yourself, when, and why?
Leaving a full-time job to start my studio was completely terrifying. If I could jet back in time, I would tell myself,
you’re exactly where you need to be.
It’s going to work out and you’re going to be happy you took this risk. Try not to stress out so much. Take a bath! Walk the dog! Get some sleep! Eat a cookie!
Q If you could talk to an expert to gain more insight on something, what would it be about?
I have a huge creative crush on Carla Lalli Music, the food director at Bon Appetit. I want to know everything about her and how she develops the most cookable recipes. I legitimately keep her cookbook by my bed for creative inspiration before I fall asleep.
Q What kind of opportunities/projects are you looking for?
I love taking on brands that are just in the beginning stages of forming their brand identity. I’ve built a branding methodology over the last few years that includes a hands-on, introductory workshop—it really sets the stage for collaboratively creating the brand architecture and storytelling.
Q Describe your ideal job/client/collaboration.
I love working with people who came to business from a background different from my own. Some of my most interesting clients have been scientists—their thought processes are so different from mine that it makes for an exciting and complementary relationship.
Q How should someone approach you about working together?
Shoot me an email! I've all but surgically attached myself to my computer.
Q Oh! and… how do you stay creative?
Read, cook, and eat everything.
This member profile was originally published on March 2015, Updated October 2019.