Hit the emotional sweet spot and connect with the right people using authentic storytelling.
Here's what you can expect:
Everyone has a story to tell. I'll go above and beyond to make sure yours is the one they actually remember.
Are you a brand that's more focused on USPs (unique selling points)? Or is EVP (emotional value proposition) more your thing?
Uncover ideas from the mad to the straightforward, but that of course adhere to your campaign, product, or service needs.
Once we've evaluated what's actually possible and most relevant, we'll tap into the emotional touch points of your narrative journey to showcase your authenticity and make you truly stand out.
It's not every day Marshall launch a brand-new colourway for more than one product. The Midnight Blue collection is unique. But with a narrative behind the colour, it adds a sprinkle of backstory and ignites the imagination.
I was tasked to create this narrative. It of course had to speak to the identified core demographics, namely the originators and curators. And as with every piece of Marshall messaging, it has to always come back to the music.
And that's exactly what happened. This is Marshall. They set the tone. The tell stories that last. And their people love to hear the stories behind the products that have defined eras and created legacies the world over.
Creating the narrative behind the colourway.
When two icons of the music world come together to celebrate a first-ever release, it's a biggy.
The soundbar category is already pretty crowded. This meant we needed a thoughtful and focused tease strategy to drive consumer excitement for this new release within the field ofTV sound, while continuing to raise hyper for the brand.
Luckily,MTV were along for the ride. Through idents and a personalisedMTV Cribs special, we injected some serious energy and excitement for what was to come. But we had to be careful to avoid making people thing this was a product collab in the campaign communications.
Playing on the television language, with a particular focus on the 90s era considering that's what inspired the design and artwork, we ramped up the legendary, making everything as loud as possible on earned media and social impressions in popular and aspirational channels. This helped showcase Marshall's clear point of difference in the marketplace.
Post-launch, it was all about the campaign and product pages. We had to prove Marshall knows it's stuff when it comes to putting 60+ years of main-stage knowhow into their first-ever TV soundbar. We educated the consumers using by highlighting the product's features and emotional value points – using Marshall's tonality – to build credibility.
The goals:
- Positioning Marshall where we could showcase a clear point of difference in the marketplace.
- Drive earned media and social impressions in popular and aspirational channels.
Teasing, launching and sustaining Marshall's first-ever TV soundbar.
I was tasked with crafting new website copy that promotes Swecon's empowering culture, expertise and professional development to attract potential candidates.
Firstly, breaking the sections down into what mattered the most to both the company and its workforce was enormously helpful. It helped determine the shift in brand voice tonality to emphasise Swecon's heritage and the passion for what it does.
Combined with highlighting the innovation behind this construction machinery innovator, it created messaging that's inviting, passionate, and filled with pride.
Shifting the brand voice tonality promoting an empowering culture.
Storytelling can be so effective in combatting the time consuming and tedious nature of purchasing a car and/or its accessories. But equipped with the right customer feedback and research, user experience needs can be met with images and words that hit the sweet spot.
Piecing all this together and working in close collaboration with the product and design experts was how I created the copy for the product description page (PDP) for Volvo's first-ever fully electric SUV. Volvo has already set high standards with both product and storytelling, therefore the messaging for this automotive product's journey had to maintain these standards.
The uniqueness of this product had to be captured, but still stay consistent with other PDP structures. Together, we identified the must-have features and weaved in the right balance of storytelling to achieve a narrative journey that continued to drive Volvo's high standards.
Navigating the story for the Volvo EX90's narrative journey.
This creative business school needed to boost brand awareness and drive potential students to program and course pages. They also wanted unique ideas for new content that would continue to position them as a thought leader.
I identified that the existing content was very inverted. The people at the heart of the blog were very much made to answer questions based solely around the school.
So what if we flipped that?
Steering away from an "us-first" approach, I changed the format from simply interviewing the subjects about their time at the school and learning takeaways, and instead put them on a pedestal, shining a light on their inspirational real-world initiatives and achievements since leaving the school.
By making the subject the hero, the company positioned itself comfortably in the mentor role, gaining much more traction online, particularly through shares, and boosting applications.
Alongside this, I also tapped into trends, such as keeping employees engaged by creating a more fun environment at work, and creating content relevant to the school's offering, ensuring they were very much a part of the latest and greatest real-world conversations.
See what I mean in the examples below.
Changing narrative tactics to boost brand awareness.
The world of gaming is insanely competitive. Just like any product or service looking to hold its hand up the highest, Avalanche Studios wanted to put their faith in the magical combination of words and images to make their games stand out as the go-to choice.
The games' shop windows are huge in achieving this goal, especially on websites like Steam, the ultimate store font for playing, discussing, and creating games.
Through descriptive and SEO-friendly storytelling, I created narrative and character descriptions for Call of the Wild. The words strike a fine balance between gameplay expectations a for the players and the beauty and uniqueness of the environment they'll be immersed in.
Get immersed in the storytelling below.
Creating narrative descriptions for a variety of downloadable gaming content.
"Use the conceptual theme of 'making waves'" they said. And of course, I was happy to oblige.
Being a voice over artist myself, I was well aware of how to create the right flow while telling the product's story, but also keeping in mind that this had to resonate with a B2B audience. I weaved a story that not only educates and inspires, but also uses a structure that helps each sentence land in a standalone manner.
Hear the words brought to life through soothing dulcet tones in the video below.
Writing a voice over script for an innovation that's changing the paper market from within.
During its 17 years (and counting), Record Store Day has grown into the world’s largest single-day music event, uniting labels, bands, and brands on a global scale.
Marshall is a dedicated partner, honouring its existence and purpose throughout the year. With this campaign, Marshall wanted to shine more of the spotlight on the power of vinyl beyond this one day. From record hunting tips to the independent movements inspired by the local vinyl communities, we created a narrative journey and a few impactful shop windows to keep vinyl culture spinning.
Working closely with designers and project leads, the purpose was clear: to amplify vinyl community voices and showcase just what a meaningful and unique culture this is – all whilst keeping the tone and feel very Marshall. Through this content, we aim to keep vinyl culture and record stores at the heart of the local music scene.
Honouring the unmistakable vinyl sound and irreplaceable record store haven.
Auctionet's need was to create a new website with a heavy B2B focus. It had one goal in particular: to peak B2B audiences' interest in becoming a growth partner.
For me, this goal required using a customer-benefit first approach in tonality and strong support from SEO analysis. I decided to interview the experts and capture the essence of why Auctionet was the partner to smash all other partners out of the water.
Between the SEO data and the interview content, I was confident of ensuring each page told the story it needed to tell – from explaining the auction system to the benefits of the 900,000+ strong online auction marketplace – in a straightforward and inviting manner.
Check out the evidence below.
Creating web content that persuades B2B audiences to jump onboard as a growth partner.
Getting into the minds of the experts is no easy feat.
Conducting thorough interviews and detailed research of the topic and brand voice is essential to getting it right, while meeting the needs of one of the biggest, global telecommunications companies around.
And that's exactly what was done to get these thought-provoking, informative, and downright educational articles approved and published.
Telling stories about the latest, greatest innovations on behalf of tech experts.
When the client, Node Pole, sent through the brief "We need a catchy ad to send exhibition visitors to our stand", we knew time was of the essence – in every aspect.
Together with a designer, I created a catchy and memorable billboard that would send the masses to go and find out more.
Green data is intriguing on its own, but add it into a well-known nostalgic poem and blow it up to 20 times the size of a human being, and there's no way people aren't turning their heads and keen to find out more!
Crafting a short, simple, and memorable message to drive audiences to find out more.
With the Swedish copy already intact, a more creative interpretation was needed rather than a direct translation.
After capturing the feeling of the moving images and the meaning behind the film, I provided a list of ideas for creative translations to deliver an effective, resonant substitution.
Click below to see the result.
Transforming a boring Swedish text using creative translation.
Digital parking app providers EasyPark were looking to attract a broader B2B audience through organic LinkedIn posts.
After a collaborative workshop with the client, we discovered their pain points and identified their desires for a storytelling direction and tonality.
Returning with topic clusters and a yearly planning schedule, I got the green light to start drafting the messaging. Together we decided to create a melting pot of posts that explored a more business-minded approach blended with some humorous takes on the customers's challenges and offerings.
For me, the biggest success here was getting the client to buy into a persona by using an attitude in their storytelling that deviated from the conventional corporate language and tonality. They ran with it, and they returned for more. That's worth more than most in my book.
See the results of some of these posts below.
Parking ain't easy. But this digital app ensures it is. And I've been shouting about it.
Editing ain't easy at the best of times. But when Save the Children come calling, you know you need to be on your A-game. Sensitive content and resonance were top of the focus tree here as I came face to face with content tackling the online bullying realm.
My role here was to suggest any editorial changes that made sense to the original need of the client, as well as to ensure that the language and tonality was aligned across all activities. The age-appropriate nature of the content was a big factor to take into consideration, seeing as we had specific age groups to resonate with.
Working in close collaboration with my newfound friends at Peppy Agency, I helped edit all content to ultimately create an effective, appealing, and thought-provoking read that targeted readers would take seriously.
Check out the Peer-to-Peer guide below, which was one part of the wider resource material.
Editing supportive material about online bullying and being a good friend online.
The payment company Payer's Payer Labs workshop is focused on identifying growth opportunities and improvements within B2B sales and payments. That's a lot of "payer" to wrap your head around.
My role here was to take existing content and structure it into a product description that flowed and informed. This was a classic case of making the complex simple and identifying the right details to properly inform (and not overwhelm) the reader.
You'll notice how the tonality is very much focused on what's in it for the reader. Using a storytelling approach, I structured this PDF using very clear and concise messaging and a clear narrative journey, backed up by proof points.
View the flow by clicking below.
Consulting on how to promote on a revolutionary digital B2B payment workshop.
