Juliette Cezzar is an Assistant Professor and Associate Director of the BFA Communication Design program at Parsons / The New School , where she was the Director of the BFA Communication Design and BFA Design & Technology programs from 2011-2014. She established her small studio, ., in 2005. While books anchor the practice, her work has spanned a variety of media for clients such as the Metropolitan Museum of Art, RES Magazine , The Museum of Modern Art, Vh1, The New York Times, Eleven Madison Park, and Columbia University’s Graduate School of Architecture, Art, and Planning. She is the co-author of Designing the Editorial Experience with Sue Apfelbaum (Rockport) and author-designer of Office Mayhem (Abrams), Paper Pilot , Paper Captain , and Paper Astronaut (Universe / Rizzoli). She holds an MFA in Graphic Design from Yale University and a professional degree (B. Arch) in Architecture from Virginia Tech.
Hey there. I believe the best copywriting captures attention by exposing a truth about a product, a company, a category or culture. Following this one simple rule has saved me countless hours of pain and self-loathing (when the words just won’t flow) trying to write that one great line. I find “truths” make the best copy, especially at headline level, because they come out as insights, turns of phrases that are both surprising, and more importantly, believable. They don’t sound like sales pitches or marketing muck. They’re appealing because they sound the way you’d speak at a cocktail party recommending a product or service to a friend—honest, colloquial and imbued with your own personality.