I’ve been magnetically pulled to Pike Place Market my entire professional life—whether I knew it at the time or not.

My first Seattle internship? Seattle magazine, headquartered (at the time) in Pike Place.

One of my earliest social media jobs? ChefSteps, also in Pike Place.

The client that started my business? Sur La Table, with a brick & mortar in—you guessed it—Pike Place.

So when my longtime collaborator Michelle at Purpose & Profit CMO told me a project was coming my way from Made In Washington, a beloved Northwest brand with a Pike Place brick & mortar, it felt like fate was tapping me on the shoulder again—Market Spice tea (my grandparents’ favorite) in hand.

Michelle had previously branded one of Made In Washington’s makers, Keeper’s Collective, and through that work, the connection was made. I love this kind of serendipity—the kind that makes me love working in the Seattle small business ecosystem—and the kind that now makes up 99% of how my clients find me.

Keeper's Collective, a Washington-based small business devoted to skincare products made from local honey

Getting on Base Before the First Call

Before I even met with the Made In Washington team, I had a rare opportunity: a beautifully built brand messaging guide by Ashlee Sang. Created through her Brand Messaging Intensive, it was like having a map to the heart of the brand—before I even knew the players.

It made my work less isolating (a treat for any copywriter) and more collaborative from the jump. I still remember reading through it and thinking, “This place is about legacy, community, and connection. I can write that.”

And once I had my first call with the client, I knew we were going to make something special. The President of the company, a former Nordstrom employee (same, girl), led with trust, kindness, and quiet confidence that made all of us sit up straighter in our Zoom chairs. Her hair? Flawless. Her feedback? Gold. I’ve saved more than a few of her encouraging comments in my “KUDOS + MAGIC” folder for days when imposter syndrome comes calling.

The Website Work

The project scope included full website copy and three Maker Stories to feature at launch. I had the honor of interviewing all three founders in person at Made In Washington’s first big photoshoot:

Talking to Kevin stuck with me in particular. He told me:

“The first Made In Washington store in Pike Place Market opened the year I was born. When we got the good news that they’d be carrying Murder Hornet, I really felt at that moment that we became a real company. We’ve grown up going to this place. To this day, announcing that partnership on our Instagram is our most-liked post by far.”

Interview with Murder Hornet Hot Sauce from Tacoma, WA

There’s something about seeing a place you grew up with believe in you as an adult that cracks something open. I felt that when I got my first byline at Seattle mag. Before I moved to Seattle after college, I told my mom that unpaid internship was my Harvard. I worked six days a week just so I could afford to work there. But, that’s a story for another day.

Kevin felt a major heart swell seeing his hot sauce on the shelves. It reminded me how many little kids walk through Pike Place and think Made In Washington is the height of maker success. And then they grow up and get there.

Little Kevin was proud.

Little Whitney was, too.

The final website is values-driven, human-centered, and layered with love for the people behind the products. It celebrates makers while keeping the user experience simple and inviting.

The Blog: Building Awareness, One Story at a Time

After the site launched, the Made In Washington team invited me to continue writing for the blog—contributing one to two posts a month to keep their stories coming. They have soooo many amazing stories to tell.

The blog’s goal wasn’t sales per se. It was awareness. Connection. SEO. That said, some of the posts did drive real revenue—as reflected in analytics shared by the client. One standout month even brought in $609 in blog-driven net sales, proving that good storytelling can move hearts and carts.

Hey, I can’t help but always bring the cheese.

Even more importantly, blog traffic has climbed steadily since we launched in early 2022—outpacing 2023 numbers in several key months. Each post is another way to connect customers with the makers they love (and introduce them to a few new favorites, too).

What We Made (and Why It Mattered)

Together, we created more than just a website or a blog—we helped a legacy brand show up with a human face in the digital space.

The site copy, blog stories, and Maker profiles all point to the same truth: Made In Washington changes the lives of small business owners. It gives them a platform. It adds legitimacy to their work. And it gives customers across the country a way to experience the magic of our region—without leaving home.