Let's hit the sweet spot of standing out and make the complex simple through the the art of copywriting shall we? Having worked both in-house and client side, I am well versed in identifying the right storytelling strategy for your heroic audience.
Here's what I offer in a nutshell:
The goal here is simple: make you stand out like the legend you are to the heroes that matter to you the most.
Whether it's dreaming up narrative stories, deep diving into the research, interviewing, or script work, you can rest assured the entire narrative journey – including its main characters and sub-plots – will be carefully covered.
Conceptualising for me is all about exploring ideas, from the mad to the basic, and then evaluating what's possible and most relevant.
Collaboration with designers, art directors project managers and product managers is always welcomed.
There's more to Marshall than just being a world-renowned amplification manufacturer. Whether it's a campaign or a collaboration, they have plenty of diverse stories to tell.
From community projects to national celebrations, I've helped to deliver the messaging that ensures the brand's purpose and intentions are as loud and clear as its products.
Social channels are shop windows for brands like Marshall.
Creative flexibility was a tad limited, nevertheless, in close collaboration with the in-house copywriter, we doubled down on the legendary and iconic nature of the brand to create tailored messaging that relates to their iconic heritage and unmatched product line-ups.
Below, you can see how I've owned their brand voice while capturing the right tone for the product or campaign that's being showcased.
Developing the legacy of this iconic brand with words that truly resonate.
Buying a car and the accompanying accessories can be time consuming and tedious. But equipped with the right customer feedback and research, the story behind the products can be presented in a standout and effective way.
That's how I created the copy for the product description page (PDP) for Volvo's first-ever fully electric SUV. Collaborating with product owners and designers was essential for this process. The messaging for this automotive product's journey had to stand out because of its uniqueness, 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 an informative yet intriguinguser experience.
Describing the latest and greatest releases from one of the automotive leaders.
The world of gaming is insanely competitive. Just like any product or service looking to hold its hand up the highest, they put their faith in the magical combination of words and images to make them stand out as the go-to choice.
Through descriptive and SEO-friendly storytelling, I created narrative and character texts 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.
See the work below.
Creating narrative descriptions for a variety of downloadable gaming content.
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.
Auctionet wanted to create a new website with a heavy B2B focus and one goal: peak B2B audiences' interest in becoming a growth partner.
Using a customer-benefit first approach in tonality, and support from SEO analysis, I ensured 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.
Creating web content that persuades B2B audiences to jump onboard as a growth partner.
Using the conceptual theme of "making waves", I was tasked to weave a story that educates and inspires using the voice over script format. 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.
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.
Instead of pointing potential employees directly to the careers page, why not peak their interest with some storytelling Instead?
Using an interview transcription, we created an article that tells the purposeful and passionate story of a current employee looking to make a real, green difference in the world of sustainable travel. Using a digitalisation focus, Alstom's aim was to attract more people to apply for jobs in the rail industry.
Transforming the traditional job ad to boost interest in a career with Alstom.
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.
When this sports brand giant entered the world of headphones, it wasn't looking to reinvent the wheel with its marketing.
As part of a small creative team, we had to adhere to the brand guidelines of the mothership, but using the creative flexibility we had, we were able to sprinkle some extra personality into the copy.
We also produced some pretty cool articles with handpicked talent that were literally and figuratively off the beaten path. The content was inspired by the interview footage and transcripts from the shoots with these non-mainstream athletes.
Read their stories below.
Sportswear giants adidas aren't so well known for their headphones range, so it was up to a small team of us to tell the adidas Headphone story.
Their carefully selected collaborations required carefully worded questions so we could achieve the right content that matched the brand's intention of fusing functional and cutting-edge tech with style and performance.
See the results below.
Capturing the voice of the mother brand juggernaut and applying it to the headphone world via Social Media, landing pages and blogs.
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.
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. However, the existing content was very inverted. Much of it talked solely about the school, with questions asking former graduates what they learned from their time there and their learning takeaways.
So what if we flipped that? Steering away from a "me-first" approach and instead putting the subjects on the pedestal, making them front and centre. That way, Hyper Island showcases the inspirational stories behind their former students' or industry leaders' initiatives, peaking potential students' interest and showing them that they could also achieve this – with Hyper Island's help.
Spotlighting alumni initiatives and telling creative B2B stories.
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.
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.
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.
My role here was ensure that the language and tonality was aligned across all activities. I also had to take into consideration the age-appropriate nature of the content, seeing as we had specific age groups to resonate with.
Working in close collaboration with my newfound friends at Peppy Agency, I provided advice on language choices and edited all content to create an effective, appealing and thought-provoking read.
Below, you can view the Peer-to-Peer guide, which was a part of the wider resource material.
Editing supportive material about online bullying and being a good friend online.
