BIG BRANDS
LONG COPY
SHORT AND SWEET
I created a brand new tone of voice for this boutique Marylebone-based industrial furnishing emporium. Ensured the landing page was SEO’d up to the hilt while breathing life into each product descriptor and information pages.
When Honda rebranded they were, quite simply, a copywriter’s dream to write for. Lots of exciting stories to tell, and all with that Garrison Keillor tone of voice.
The Honda Welcome Book
Honda had just launched its now famous ATL campaign: The Power of Dreams. Everyone now knew that Honda had great cars...but Honda was concerned that consumers wouldn’t be aware of their incredible heritage. So I was asked to come up with a mailer that could be sent to new Honda owners – one that not only contained insurance forms, a questionnaire and warranty but also touched on Honda’s history.
The result? A colourful, engaging Welcome Pack that introduced new Honda owners to Honda’s Power of Dreams philosophy and told them about Honda’s history: from F1 racing to outboard motors. The whole pack encouraged the new consumer to ‘act and think’ like Honda on every right hand page throughout the book. So they, too, are involved in the Power of Dreams. At the time of creating the pack, most of these stories were not in the public domain, so were a revelation to many people.
For those of you who like facts and figures, this book helped lift Honda’s after-purchase satisfaction score from 70% to 75%. Honda also went from 3rd to 2nd in the JDPower Customer Satisfaction Report.
DMA Gold Art Direction
Campaign Gold Best Creativity
How to describe obsessive engineering? You can sum it up in one word: Hondamentalism.
And what better road car to show this than on the brand new Civic Type R. Built with race car technology, obsession and experience.
This integrated campaign launched the Civic Type R to specifically appeal to Petrol Heads. It showed the two sides of Hondamentalism: technological obsession versus passion. So the copy was written in two styles: rational meets emotional. You can see it in the red and black alternating text. The images, too, were a combination of technical and emotive shots.
This truly integrated campaign of banner ads, inserts, press ads, DM, mobile phone communication and competitions sold an impressive £4 million worth of Civic Type Rs.
Precision Marketing Awards
Finalist - Effective Integration
This new brochure was sent to people who’d expressed an interest in Honda – with the aim of gaining data. We also need to show off Honda’s commitment to the environment and technological advances. So we asked ‘Can we share the future of driving with you?’ The copy was simple, the art direction uncomplicated.
The brochure and its accompanying extra large, extra engaging data capture form was supported by an engaging website and banner ads.
Google launched their award-winning Market Finder site in 2018. This online tool helps small businesses pinpoint the best export market for their products, instantly. Market Finder hosts a library of inspiring success stories and case studies of people who use Google to help their exports. There are videos and how-tos about AdWords and Google Search. It has a snap shot of dozens of countries you may be interested in exporting to. There’s even all you need to know about export law, globally. I wrote most of the copy for this site www.marketfinder.com – the brief was to keep everything simple, clear, and useful.
I’m showing copy from the Operations section of the site here. Check out the live version at marketfinder.com
The Lovie Awards - Silver
The Webby Awards - Best Visual Design
Landing page
Operations Page
Operations Success Story, Intercom
Doggone crazy
If you’re crazy about man’s best friend, then this is the site for you. The copy here needed to convey the passion the company’s owner had about our four legged friends. As a startup, it was fun to help create the brand (as well as seeing lots of cute pictures too).
The Lettering Arts Trust charity needed a new website and branding to ensure their mission of promoting carved lettering throughout the UK could reach a new audience. It was important not to alienate their existing patrons during this relaunch. The source material was extremely varied, so the main challenge was creating a unique but unified tone of voice throughout the site, from gift shop to the memorial commission page. Interviewing lettering arts craftsmen about the finer points of their craft, researching the charity’s background, learning about the craft of letter carving, and discovering how the LAT helps create wonderful memorials were just some of the pleasures of this job –all that, in just three weeks.
The idea for Stark Naked furniture came from a journalist and photographer whose day job is usually covering coups in Africa. He had a great idea: make furniture that didn’t cost the earth, that didn’t collapse, and that looked pretty darn cool too. I created the tone of voice for Stark Naked, which I wanted to be as down to earth and as honest as its founder.
