a writer, editor, and proofreader
just takin' care of business
CREATIVITY AT LATCHA+ASSOCIATES
2007 Ford Mustang Catalog
Glimpse of back cover, click button below to peruse entire catalog I wrote — it was my idea to feature drag racer Ashley Force (she appears on the front/back covers and within) and I was agency contact with her publicist
Note: It's my Ashley-approved, ghostwritten copy on this back cover
Note two: Spreads in catalog were designed calendar-style
Catalog produced in print and digital formats
2008 Ford Mustang Catalog
Glimpse of inside spread, click button below to peruse entire catalog I wrote — except for a full-car beauty shot centered in the book, spreads in catalog are designed calendar-style with minimal copy, several bullet points and a fitting quote (or two)
Note: At my suggestion, exterior paint colors are portrayed as Mustang slot cars on a track; on last spread of catalog
Catalog produced in print and digital formats
2010Â Ford Mustang Catalog
Glimpse of inside spread, click button below to peruse entire catalog I wrote — due to multiple gatefolds, the catalog pdf you view will seem a bit discombobulated so you might want to head over to an online auction site or a Mustang club's classifieds and pony up for a real collector's copy
Catalog produced in print and digital formats
2011Â Ford Mustang Catalog
Glimpse of inside spread, click button below to peruse entire catalog I wrote — this creation caught the eye of a client, Jerry Cuper, who shared his exuberance with some high-ranking Ford executives:
Cc: Farley, Jim (J.); Fields, Mark (.); Mulally, Alan (A.R.); Day, Ray (R.F.)
Subject: Dramatic 2011 Mustang Brochure
I just picked up my 2011 Mustang brochure. It is the most dramatic brochure that I have seen in a long time for any vehicle.
Great brochure!
​
Catalog produced in print and digital formats
2007 Ford Focus Catalog
Glimpse of inside spread, click button below to peruse entire catalog I wrote — it was at my urge Focus finally got its true Ford Racing roots due; I worked directly with our Ford Racing client (the legendary Mickey Matus) to obtain the splish-splashin' pic you see partially here... kudos to the agency's art director for the enticing embellishment
Note: The 2006 Focus catalog is where I originally pushed for adding World Rally Championship (WRC) talk... this book to it to the next level
Catalog produced in print and digital formats
2009 Ford Fusion Catalog
Glimpse of inside spread, click button below to peruse entire catalog I wrote — while this spread details safety and security, the book includes a nod to the NASCAR Fusion variant thanks to my diligence
Note: Ford Performance invests millions of dollars participating in the NASCAR Cup Series so it was a natural to note this association in the production-car catalog; Honda has shown off its racing prowess in national advertising for years
Catalog produced in print and digital formats
2013Â Ford Police &Â Special Service Vehicles Catalog
Glimpse of inside spread, click button below to peruse entire catalog I wrote — when production of the legendary Crown Victoria Police Interceptor ceased in 2011, this catalog played a crucial role helping Ford maintain its sales leadership position in the police-vehicle market
2015Â Ford Police &Â Special Service Vehicles Catalog
Glimpse of inside spread, click button below to peruse entire catalog I wrote — after I made mention of the "Get out of Dodge" idiom during a presentation, the bemused client directed us to place the jab strategically in the book
Note: Under normal circumstances, the client never wanted the competition included
2017Â Ford Police &Â Special Service Vehicles Catalog
Glimpse of inside spread, click button below to peruse entire catalog I wrote — this was the first version ever to reach 50 pages (52 to be exact), and it was well received:
...the brochures look great. You and the team did a great job!
–Steve Tyler, Police Marketing Manager
Copy those comments, very well done!
–Ben Lollo, Asst. Police Marketing Manager
2011Â Ford Fleet Preview Guide
Glimpse of inside spread, click button below to peruse entire guide I wrote — 122 spiral-bound pages of everything Ford, Lincoln and Mercury, including latest technology in detail
Note: As Ford Motor Company CEO, Alan Mulally wanted a copy of the Ford Fleet Preview Guide on hand wherever business took him (including personal appearances before Congress in 2009 during the Great Recession) so at my urging, and working closely with his executive administrative assistant, we featured him
2020 Ford Fleet
Safety & Technology Guide
Glimpse of inside spread, click button below to peruse entire guide I wrote — this piece involved an intense amount of effort working closely with the agency's product specialists to determine precisely what was a "safety feature" and what was "other technology"
Note: Additionally, the introduction of Ford Co-Pilot360 and Lincoln Co-Pilot360 confidence-driving technology was still in its infancy, meaning lots of back-and-forth discussions with Ford Legal on every detail, including the oh-so-important disclaimers
2020 Ford Fleet
Competitive Comparison Guide
Glimpse of inside spread, click button below to peruse entire guide I wrote — for all 25 models in the brochure, I scrutinized Order Guide vehicle details and worked literally side by side with the agency's product specialists to create and organize the copy
Note: The agency was awarded this piece of business (from a rival company) thanks to the hard work of our team
2012 Ford Fleet
Green Guide
Glimpse of inside spread, click button below to peruse entire guide I wrote — it took a bit of doing, but I was adamant about getting Mr. Ford into this unique piece; after all, he is a lifelong environmentalist
Note: The pint-sized Green Guide was produced for only two model years
2018 Ford Fleet
Transit Connect Taxi Brochure
Glimpse of inside spread, click button below to peruse entire brochure I wrote — yes, "rain" was intentionally (not mistakenly) placed before "snow" in this headline that plays off words chiseled above the entrance to the New York City Post Office
Note: Doing more than I was asked to do, I researched Ford taxi history and discovered a first-production taxi reference that I verified for accuracy with Ford Motor Company archives experts; this "more than a century ago" fact resides in the brochure, on page five of the pdf:
​
The importance of being versatile and accommodating in the world of taxi service can't be stressed enough. Since the advent of its production taxi model more than a century ago, Ford has held fast to these guiding principles of satisfaction.
Ford Fleet App
B2B Print Ad
Glimpse of promotion, click button below to peruse entire two-page ad I wrote — donning the hat of a UX writer, I collaborated with the agency’s software and data teams to help formulate the app from the ground up, working numerous weekends and many a long night in the process
Note: The Ford Fleet app required 400+ pages of rigidly formatted copy, with round after round of internal and client reviews
Ford Fleet App
Meeting & Trade Show Handout
Glimpse of promotion, click button below to peruse entire handout I wrote — this two-sided piece was sized to iPad specifications at the time, with a screen capture from the app appearing on the front
Note: The Ford Fleet app was also supported heavily via web banners, email messages and on-site displays
Ford Fleet Flash E-Newsletter
Glimpse of electronic bulletin, click button below to peruse entire e-newsletter I wrote and named — I was instrumental in originating this monthly digital communications piece that visitors to the fleet.ford.com homepage can readily access to this day
Note: Fleet Flash doubles as the centerpiece for a personalized email campaign aimed at key fleet sales managers nationwide
Ford Fleet Holiday Cards
Glimpse of card, click button below to peruse entire set of holiday cards I wrote — the fleet client believed in delivering an expression of warm wishes to all customers at the close of every calendar year; these printed cards were themed for car, SUV, truck and police
Note: The red driving gloves and sprig of holly that appear on the back of each card were my jolly ideas
Ford Fleet Full Vehicle Lineup Holiday Video
Click on the start button at right to watch the warm wishes delivered to Ford Fleet customers for the holidays — the client's traditional mailed cards morphed into action-packed emailed "cards"
Ford Fleet Police Vehicles
Holiday Video
Click on the start button at right to watch the warm wishes emailed to Ford Fleet customers for the holidays — this shaking-things-up version was created for the law-enforcement community
Ford Fleet Police Vehicles
Holiday Video
Click on the start button at right to watch the warm wishes emailed to Ford Fleet customers for the holidays — this racin'-around-the-Christmas-tree version was created for the law-enforcement community
Ford Fleet Police Vehicles
Holiday Video
Click on the start button at right to watch the warm wishes emailed to Ford Fleet customers for the holidays — this Keystone Kops version was created for the law-enforcement community
Note: The black-and-white video you view here is a rough cut (you can hear music-rights website whispers periodically underneath); the client went with a full-color rendition but I think this one is pretty sweet