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Content Creation and Copywriting

Telling an effective story takes three vital traits: skill, attention and empathy. Rivers Agency staffs writers who bring these in spades, along with experience creating content and copy for clients of all shapes and sizes. Whatever your content needs—be it website, long form articles, advertising, email marketing, you name it—we can write the story that sticks.

We know that an agency that doesn’t listen is an agency that never always sounds the same. Our voice is guided yours. And we don’t just write content that sounds great—we write powerful copy carefully tuned to resonate with your audience, ensuring your communications are always on brand and always effective.

Rivers Agency delivers the best content creation and copywriting in Chapel Hill, Durham, Raleigh and Carrboro.

Content creation and copywriting services include:

Website copy

Tagline creation


Email marketing


Catalog copy

Blog posts

Social media

A decades-long relationship produces award-winning product storytelling and a beloved American design brand.

A stack of Capel Rugs catalogs
Capel Rugs logo

This might be Capel’s 99th product catalog, and the 15th consecutive catalog we’ve designed for the company, but there is nothing staid about the 2016 edition. Featuring a fresh fashion-driven layout and chalked full of gorgeous room views and close-up product shots, the large-format catalog is a whopping 300 pages of inspiration. Available in print and online, the catalog is also easy to use, well organized and informative as it features useful tips, professional design advice and a glossary of terms.

Themed “Every Rug Tells a Story” the tome showcases the rugs’ rich colors and textures through closely cropped and top-down photography. We chose the large format so as to make the rugs appear as big as possible. Following this decision, we divided the catalog into eight chapters and designed it like a book. The cover, printed on heavy-weight Soft Touch paper for a velvety feel, features front and back flaps decorated with a pattern of abstract 99’s and quotes from editors and design bloggers. The 99 pattern was carried over to other marketing materials throughout the year.

We’d also like to state that no mules were harmed in the production of the catalog. We produced days of indoor and outdoor photo shoots for the catalog, but our favorite was the production of the editorial-inspired story: “Our Kick A** Story: The Decline of Mules and the Rise of Capel Rugs” which featured a real mule named Wilma.

One of my top priorities has always been to build long-term client relationships through exceptional client service. Our long and fruitful relationship with Capel Rugs is a testament to the value of this conviction and to the amazing creativity and growth that can occur when a client and agency work together.

Lauren Rivers President
Several Capel Catalogs open to different pages
Capel Rugs example with record player Capel Rugs example surrounded by furniture Capel Rugs example with decorative bowls A group of people photographing Capel Rugs
Hanging pages of Capel Rugs Catalog
Capel Rugs print insert