I’m Justine. Brand strategist, writer, and creative consultant.
let’s talk: baldwinjustine@gmail.com
Here is a picture of me. My dear friend Annie took it. She is the best photographer I know.
I specialize in finding the heartbeat of a brand and surrounding it with meaningful creative strategy, stellar copy, and captivating visuals. Whenever necessary, I bring together teams of creative individuals to make incredible ideas come to life.
I am a writer at heart, although my career has taken me on a fascinating journey through various avenues including creative direction, digital marketing, and brand development that have added a rich tapestry of skills to my brand marketing toolkit.
I have had a hand in every detail of the creative process: brand strategy and positioning, copywriting, website, design and packaging, product naming, art direction, photo and video shoots, and the development of digital and print materials.
At FemTec Health, Inc. I oversaw the creative direction of two different brands: Awesome Woman and Birchbox. At Awesome Woman, my primary role was giving the brand a voice and bringing it to market. At Birchbox, I took over the creative department upon its acquisition and was heavily involved in the subsequent rebrand of the company.
At Goop I worked on the editorial team—I made the podcasts work. And yes, I tested out lots (and lots) of wellness products and experiences—and wrote about them, of course. I interviewed a lot of really cool people, too (check it out below).
What I Do:
Brand Identity & Messaging
Social Media & Email Marketing
SEO Copywriting & Content Writing
Website Copy
Creative Direction
Things I’ve Directed (Creatively)
Awesome Woman Brand Launch, 2021
Awesome Woman Lifestyle Shoot, 2022
Birchbox Rebrand: Joy Cannot Be Contained, 2022
Birchbox x Awesome Woman: At Home Skin Lab, 2021
Stuff I Wrote
Reflecting on the Pure Wonderfulness of Goose rocks Beach, Tourist & Town
People I’ve Talked to
‘What We Can Learn from End-of-Life Dreams: a Q&A with Dr. Christopher Kerr, MD,’ Goop
‘What’s Behind Only Child Stereotypes?: a Q&A with Lauren Sandler,’ Goop
‘Unlearning Unconscious Bias: a Q&A with Pragya Agarwal, PhD,’ Goop
‘How Absent Fathers Impact our Adult Relationships: a Q&A with Jed Diamond,’ Goop
‘Learning to Read and Regulate Emotions: a Q&A with Marc Brackett, PhD,’ Goop
‘I Found Community and Hope by Sharing My Pregnancy Journey,’ Veracity Selfcare
‘How This Former Beauty Editor Found the Power to Fight Lyme,’ Veracity Selfcare
TESTIMONIALS
what my clients are saying...
what my clients are saying...
Peak Product
“I had the pleasure of working with Justine during Peak Product's rebranding phase. She played a crucial role in crafting our new brand messages and collaborated seamlessly on content creation for various platforms. Justine's ability to turn incomplete briefs into compelling content showcases her professionalism and creativity. She consistently delivered high-quality work across authority articles, social media, newsletters, and more. I highly recommend Justine for her outstanding copywriting skills and ease of collaboration. She is a valuable asset for any content-related projects.”Ricki Beach Club
“Justine was a lifesaver this past summer when I contracted her for my business. She came to every meeting with fresh ideas and a brand-tailored POV. She immediately immersed herself in all things "brand" so we were able to work efficiently and put out quality content from the start of our working relationship. I expanded her scope to involve email marketing and managing the email platform. I was so impressed how she took the time to learn all aspects of the platform and then thoroughly train me on it. Justine goes above and beyond for her clients, I hope to work with her again in the future.”