THE WORK
The Shuttleworth Collection
I helped Shuttleworth develop a tone of voice based on the insight they’re a working collection of vintage planes and machinery — not a museum. That led to a fresh new approach to signage, copy and marketing ideas. Here’s a selection of working examples that helped bring the tone of voice guidelines to life.
A British Original
Working with Uncommon Studio in London, I helped lead the tone of voice and copy development on a huge body of CRM work for BA’s ‘A British Original’ campaign.
Luna Cinema Summer Campaign
When it comes to outdoor cinema, Luna Cinema has great venues, screens, food, drinks and seating. It’s an experience you couldn’t script any better. After a workshop session uncovered this insight, I developed a campaign idea and series of copy executions that brought it to life.
ROLUS Drinks Launch
Working with M&C Saatchi New York, I wrote the CRM comms for ROLUS, a new hydration drink brand launching into the US market. These are a taste of the wider comms journey.
Mega City
I developed a brand voice for entertainment venue, Mega City. It’s based on the insight that gaming brings out our competitive streak. I created mockups to show how the voice could work in practice.
Startup Copy
Brynk is a tree planting and carbon offsetting startup. I wrote their web copy from scratch. It targets a business audience, and needed to distill their offering into simple, digestible chunks.
This is what I love about writing for startups or brand refreshes. Taking a load of background information, messaging and detail, then summing it up in a few words.
Brand Voice Development
I’ve helped brands from British Airways to Luna Cinema develop a tone of voice and writing style. The process helps bring brand personality to the surface and puts a guide in place so that anyone who needs to write copy can do so - consistently and with confidence.
Print Campaigns
This is pitch work for Cockburn’s Port, based on the insight that hosting Christmas dinner for friends and family can be stressful. I developed multiple headlines with a single payoff line, ‘Cue the Cockburn’s’ bringing to life that time of the evening when formalities end and everyone can relax.
Social Media
These are posts I wrote for London Bathers during the Euros, including a reactive post after the Denmark game. I’ve written social posts for lots of brands, including Microsoft, Virgin Holidays, IKEA, Boots, Nordic Spirit, Brynk, and more.
Headlines
I wrote the Sky Sports and VW ads at DDB Auckland, while the Post Office ad was part of a ‘Don’t Get Bitten, Britain’ campaign I wrote at Draft FCB London.
Product Naming
I enjoy the process of creating brand names. I developed Blunt for a startup umbrella company (featuring patented rounded points), London Bathers for a premium body care business and Island Batch for an island-based chocolate company.
Ambient & Outdoor
It’s always fun working on outdoor and ambient media briefs. There’s a freedom you just don’t get with other media formats, which can help ramp up the impact of your message.
Augmented Reality
This is a project I worked on with Blippar. Walkers wanted an engaging augmented reality campaign for Christmas, so we developed Crisp-Mas, where users could blip a Walkers crisp packet to submit Christmas cracker jokes and share Christmas cards.
Get in touch
Let’s chat through your next branding, advertising or comms project.