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I’m an iPhone app junkie. So I was thrilled when my friends at Razorfish invited me to be the copywriter on the new Ralph Lauren Rugby Make Your Own iPhone app, which launched along with a microsite and interactive store window display just in time for New York’s fashion week.

Crafting the copy for this app meant making sure every word provided clear instruction to the user while perfectly capturing the well-established Rugby brand voice. Oh, and those screens are tiny, so I also had to be very succinct. In other words, just the type of creative problem-solving I love to sink my teeth into.

The resulting app is not only fun to use–even after working on it for weeks on end–but as one blogger has pointed out, it’s also takes the pain out of shopping on your iPhone. Check out the news coverage here. Even better download the app and touch my words.

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