Lauri Maerov

Biography

Lauri Maerov has created ad campaigns, taglines, packaging copy, web content and branding materials for an eclectic range of companies including EarthLink, DirecTV, Bonterra Wines, Avery International, Red Bull, the National Nutritional Foods Association and Orly Beauty International. For Orly’s high-end spa beauty line, SpaRitual, she created the voice of the brand, named dozens of products, and suggested a unique concept, The Chroma Guide, a nail lacquer/divination guide that has inspired a new promotional approach for the brand. Lauri recently created the brand voice for a new eco-conscious beauty line from Hain Celestial’s Zia Natural Skincare that features her original poetry on the packaging.

Lauri has participated in brand identity and naming initiatives as a consultant for Watson Wyatt, eCompanies, Fearless Branding, Bos Design, Media Portfolio, Maddocks, Hamagami/Carroll and—as part of Dallas-based RRR Group’s brand development team—for several prominent restaurants. She suggested the name for the Disney film, The Insider, chosen as the title of the Academy Award-nominated feature starring Al Pacino and Russell Crowe. Lauri has been a key player in naming initiatives for major projects in the entertainment and technology arena, including the renaming of cell phone music innovator, Chaoticom, to Groove Mobile. She also led the name exploration for DIRECTV’s new home media center, an advanced hybrid technology product. Currently, she is working with major pet products company, Central Garden & Pet, to name and create the brand voice for two new lines of deluxe grooming products for dogs.

Lauri is a member of PEN West and Women-in-Film. Her award-winning fiction and essays have appeared in the Southern Humanities Review, Pif, Kalliope, Another Chicago Magazine, and the Warner Books’ collection Every Woman Has a Story. She is the author of the novel Copycat (Penguin).