Beautiful skincare that works
Client: Medik8
Agency: Egelnick + Associates
Medik8 are an established cosmeceuticals brand with a strong reputation. They were keen to evolve their existing brand to reflect the high-end nature of the products and to compete with the likes of Elemis and Dermalogica. Working in partnership with luxury brand design studio, Egelnick + Associates, my role was as communications strategist and copywriter. I designed and facilitated an initial workshop to define the brand attributes that would then inform the creative brief. I went on to develop a new tone of voice in line with the developing visual brand and to come up with a new strapline and campaign copy. The new brand launched in May 2018.
http://www.medik8.com
http://www.egelnickassociates.com
An Internet for everyone, everywhere.
Client: The Internet Society
Agency: Moving Brands
The Internet Society is a global charity working to preserve the principles the Internet was founded upon and committed to helping it evolve safely and sustainably for the benefit of everyone, everywhere. I initially worked with Moving Brands on the brand narrative and tone of voice, culminating in a day-long workshop in Washington with staff from all corners of the globe. I went on to write event copy for a major UN conference held in New York in 2017.
http://www.internetsociety.org
http://www.movingbrands.com
Straight from the makers
Client: Made.com
Agency: N/A
Made.com wanted to better articulate the story of their brand, so I worked closely with their Brand Director to develop a more on-brand story that now lives on the ‘About Us’ page of their website.
http://www.made.com
Clucky birds
Client: Happy Bird
Agency: Egelnick + Associates
Happy Bird is the antithesis to the fried chicken shops that fill our high streets. I was briefed to come up with a range of posters that played with the language of poultry and would tell the story of the birds journey, from farm to shop.
http://www.happybird.com
The power of fasting
Client: Max Lowery/2 Meal Day
Agency: Kaleidografik
2MealDay is the brain child of personal trainer and fitness expert Max Lowery. Working with Bristol design studio, Kaleidografik I developed a tone of voice for Max’s new website that was simple, direct and informal.
http://www.2mealday.com
http://www.kaleidografik.com
Bringing brands to life through film
Client: Double Shot Film
Agency: N/A
Double Shot are an established film and video maker based in Bristol and London. I was tasked with re-writing their website copy to better reflect the personality of the business whilst capturing the unique nature of their offer. Both founders were keen to use few words, but to choose the right ones that best represent who they are and what they do.
http://www.doubleshotfilm.com
An extraordinary task
Client: Tate & Lyle
Agency: Futurebrand
Creative Director: Will Bloor
A huge project that ran for well over a year and involved reviewing, editing and condensing content from more than twenty microsites into one mothership site. Working closely with strategy and creative teams from Futurebrand, my job was to interview global staff across different business areas and write new website content in line with the brand’s new tone of voice.
Working both remotely and in-house, I worked closely with the internal marketing team and category managers to review and redefine messaging and to ultimately, simplify a vast amount of complex information. As a huge global brand with many strings to their bow, there was a real need to say less in order to better communicate their vast and varied offer to the world.
http://www.tateandlyle.com
http://www.futurebrand.com
A creative review
Client: Fiasco Design
Agency: Fiasco Design
Creative Director: Ben Steers
Fiasco Design are an established Bristol design studio with an reputation for purposeful and intelligent design. They had reached a natural point in their business growth where they recognised the value in taking stock of who they are and where they’re going. After an exploratory brand workshop with the team, we worked together to create a beautifully printed brochure that would capture the true essence of the studio, and could be used to engage potential clients and employees.
I worked closely with Ben and the team to craft words that would really capture the studio’s personality, ethos and approach.
http://www.fiascodesign.co.uk
Supporting social enterprise
Client: Power to Change
Agency: Supple Studio
Creative Director: Jamie Ellul
A simple web platform and app aimed at community businesses. Twine is designed to help organisations measure their economic, social and community impact more easily and effectively. Working with Supple Studio, we worked together to name the app, devised a brand voice and went on to write and edit website copy in the voice.
http://www.twine-together.com
http://www.supplestudio.com
The Image Makers
Client: My Brother Bob
Agency: Bright Gray Studio
Designer: David Gray
Making post production an art form, My Brother Bob are leading the way across print, broadcast and digital media. I worked with the founder on establishing a tone of voice for Bob and went on to write some brief website copy. I later ran a half-day workshop with the team to inspire better writing across social media and online.
http://www.mybrotherbob.co.uk
www.brightgraystudio.com
Sublime light
Client: Tom Kirk
Agency: Hyperkit
Designer: Tim Balaam
High-end lighting designer Tom Kirk was working with London Studio, Hyperkit on a small brochure for a key trade event in New York. Minimal in words, it needed a little fine-tuning, so that his standard biography and approach copy told more of a compelling story.
www.hyperkit.com
www.tomkirk.com
High-end architecture
Client: Richard Parr + Associates
Agency: Hyperkit
Designer: Tim Balaam
Richard Parr and his practise work between West London, the Cotswolds and Miami, specialising in the conservation and restoration of country homes and high-end architecture. I spent time with Richard and his team at their Cotswold’s studio, understanding the practise and how they work in order to define a clear and representative tone of voice. I went on to apply this new voice to website copy and Richard’s blog, Trove.
www.hyperkit.com
www.richardparr.com
Celebrating vibrant science
Client: Merck
Agency: Futureband
Designer: Richard Holt
At almost 350 years old, Merck is the oldest family-owned pharmaceutical company in the world. Recognising the need to strategically re-define the business and to re-brand in a way that would better represent them, they appointed Futurebrand to assess, re-evaluate and create a bold new Merck.
Working closely with Futurebrand’s UK strategy team, we developed their brand messaging, Tone of Voice and copywriting over the course of six months, a process that involved interviews with Merck’s global teams and workshops at their Darmstadt HQ.
The Who We Are brochure was our first opportunity to bring their new Tone of Voice to life in print and showcases their brave new look and feel and approach to communications.
www.merckgroup.com
www.futurebrand.com
Creating places and spaces
Client: Path Design
Designer: Everyone Associates
Path Design are a London-based design studio that bring brands to life in places and spaces for clients that include Benugo, Natural History Museum and Wagamama.
www.pathdesign.com
www.everyoneassociates.com
A truly global real estate business
Client: BNP Paribas Real Estate
Agency: The Ideas Factory
Designer: ChrisWigan
BNP Paribas Real Estate is a specialised division of the financial services group BNP Paribas. The client recognised the need to revitalise what they felt was a rather dated sales brochure, so I was briefed to write new copy for the re-design. The Ideas Factory ran with the client’s existing river analogy concept that went on to inform the language and style of my writing.
A truly local estate agent
Client: Aspire
Design studio: The Ideas Factory
South London estate agent Aspire made the decision to re-brand in order to better reflect their excellent reputation and more accurately represent their business as it is today. Working with design studio The Ideas Factory, I was commissioned to create a distinct Tone of Voice and to then apply it to various pieces of printed communication. Their ‘corporate brochure’ is in fact intended to look and feel very different to a traditional corporate brochure. What better way to highlight the strengths of an estate agent than by interviewing their happy customers… The result is an informal and intimate editorial style brochure that reveals the type of people that choose Aspire and shares their personal experiences of buying and letting properties.
www.aspire.co.uk
A piece of quintessential London
Client: Wrenbridge/The Ideas Factory
Designer: George Bradshaw
Architect: EPR Architects
67 Tufton Street, the former UK Cabinet Office is in the process of being refurbished into a range of stylish apartments and duplexes by developer Wrenbridge and EPR Architects. Working closely with design consultancy The Ideas Factory, I developed a Tone of Voice that would be applied to all marketing material. My brief was to ensure that the copy captured the high-end aesthetic of the development, the rich history of the area and the exceptional and prestigious location. Both the website and marketing brochure are decidedly sophisticated and luxurious in their aesthetic and employ a less is more approach in terms of copy.
www.67tuftonstreet.com
The future of UK travel
Client: Heathrow Hub
Design Studio: Small Back Room
Ad agency: Ogilvy UK
Heathrow Hub is the ‘outside’ bid within the UK airport expansion competition. Shortlisted by the Airport’s Commission, it is the brain-child of long-serving Concorde pilot, Jock Lowe. After being shortlisted, Heathrow Hub needed a more considered marketing campaign and supporting communications. I worked with Small Back Room and Ogilvy UK on the overall communications strategy and brand positioning that fed through to a new website, short film, animation and a printed ‘leave behind’.
Requirements: Tone of Voice, Animation script, Website copy, leave behind copy
www.heathrowhub.com
Straighttalking investment
Client: Woodford Funds LLC
Agency: Journey
Woodford Funds is a business built on an exceptional reputation. Neil Woodford is one of the UK’s leading investment thought leaders and this business is his opportunity to do things his own way. I worked closely with Woodford’s team and Journey to establish a distinct tone of voice that would challenge the industry norm with a straight forward, accessible and open approach to communication.
www.woodfordfunds.com
Designing the urban realm
Client: Maynard Design
Designer: Helen Garley
Creative Director: Julian Maynard
Maynard Design are a London-based design consultancy spanning graphic and product design, with clients in the public realm and transport sectors. Over the course of 6 months I worked with Julian and his team to develop a Tone of Voice and communications strategy, an on-going project that culminated in ‘Object’ – a broadsheet publication and the studio’s new website.
www.maynard-design.com
Responsible Buildings
Client: EPR Architects
Designer: EPR
Article copy (extract)
A new generation of architects are working to shape our perceptions and expectations of workplace architecture, demonstrating the power of design to positively influence workplaces or broader urban environments.
American Express Brighton and Bernard Weatherill House, Croydon are both landmark buildings by EPR Architects that have been catalysts for urban regeneration. American Express Brighton played a pivotal role in Brighton & Hove Council’s overall masterplan for a new commercial quarter in the city. Bernard Weatherill House is bringing forward the future of council buildings and forms an integral part of the CCURVE Bid, a council regeneration programme that will see £3bn of investment in the centre of London’s largest borough.
Design Talks
Client: Maynard Design
Creative Director: Julian Maynard
Designer: Helen Garley (Maynard)
Maynard Design are a London-based design consultancy spanning graphic and product design.
I started working with Maynard on their Tone of Voice and communications strategy and went on to copyedit and re-write parts of their website and other communications. They were keen to produce a hard-working piece of marketing material that would accurately represent them as a business and increase their profile from a new business perspective.
The result was Object, a broadsheet publication that will be produced bi-annually. I was copyeditor on Issue 1 shown here.
www.maynard-design.com
Nordic Stories
Client: Milliken
Agency: Design Corp
Milliken were launching a new range of carpets, inspired by the diverse landscapes of the Nordics.
I was briefed to write two pieces to open and close a concertina brochure that would be sent out to clients to introduce the range.
Working closely with the designer, my job was to capture in words her creative inspiration found on recent trips to Iceland and Denmark.
Brochure copy (extract)
Nordic Stories is inspired by the textural landscape, geological extremes, folklore
and modern culture of the Northern Hemisphere. Muted natural tones, black volcanic rock, deep blue lakes, rich golden moss, graphic landforms and bold architecture.
This collection represents the sensory experience that is the Nordics, a series of diverse countries that have collectively helped to define contemporary design culture.
www.designcorp.co.uk/
Straight-talking scripts
Client: Invesco Perpetual
Agency: Browns
Client Invesco Perpetual launched their redesigned website in August 2012. They were keen to communicate clearly and effectively to clients about the new site’s new features.
To guide users, eight films were made to offer online guidance. I wrote the eight scripts that were conceived and produced by Browns.
Click here to view example:
vimeo.com/57407988
www.brownsdesign.co.uk
www.invescoperpetual.co.uk
