I don’t mind what it is; a sales aid, a product brochure. Some point-of-sale, a website. Tactical or crisis management. I love crafting words for all.
Tesco Clubcard: Announcing potentially controversial changes in a helpful, on-brand way.
Audi model guides: Co-ordinating and writing detailed model brochures 36 model variants, so up to 130pp. Fastidious attention to detail, brand consistency and keeping the tone exciting were all paramount here.
Axe Sales Aid: Writing and design to get Axe sellers as excited about the brand as Axe users.
Writing for writers: Being a brand guardian means setting the tone - and the standards.
Just the facts: Sometimes that’s all you need. At the beginning of the first 2020 pandemic lockdown, Barclays needed to calmly reassure their customers that business could still take place. These ads needed to appear fast in national press; sometimes they were live-written in Zoom sessions with the client.