Click on the image to explore the website.
Interlink
BRAND POSITIONING AND MESSAGING, TOV, NAMING, WEBSITE & BLOG POST
The Lead Generation industry was notoriously shrouded in smoke and mirrors. Until, that is, a young tech-led challenger brand asked me to bring their alternative offering to life.
Making the intangible, tangible, I explored a few positioning options. ‘People-led technology’ hit home and inspired their ‘Where innovation meets integrity’ Vision which now forms the foundation of their company ethos.
To say the client was happy would be an understatement. To date, the branding work has led to a website rewrite, articles and naming projects. As the company continues to expand across Asia and America, they remain true to the core of their brand.
Role: Freelance Conceptual Copywriter. Agency: Direct, in collaboration with Piper Strategy.
Yardlink
TOV, WEBSITE, PRODUCT DESCRIPTIONS, BROCHURE, PRESS RELEASE, BLOG
Yardlink is an industry-changing platform that streamlines the procurement process for construction site managers. Digitising equipment hire and material supply into one centralised UK-wide system saves managers time and money. It also makes construction more sustainable, significantly reducing the distance travelled by most deliveries.
After a bold design refresh, I was charged with refining their brand tone and crafting copy to sit across their website, brochure, PR releases and a sample blog. Crucial was to keep the tone technical, yet friendly. Procurement bosses were used to having their go-to guys, so a new faceless system had the potential to see resistance.
Role: Freelance Conceptual Copywriter. Agency: Direct.
Click on image to see full yardlink.com website.
Explore the website for a range of spec and tech filled descriptors
Article: Click the image to discover how off-site modular construction is changing the construction industry.
LEMON LANE
REBRAND, POSITIONING, TOV & GUIDELINES, WEBSITE, BLOG CONTENT AND CASE STUDIES.
Born during the pandemic, three experienced events professionals teamed up to create and events agency with a difference. One with the agility, reach and expertise of a big agency, but none of the corporate stuffiness and red tape.
Fast forward to 2024 when I was asked to bring their brand story to life. The resulting TOV, brand strategy and content captured the spirit of three passionate, fun-loving women who create incredible experiences for their clients every time.
Role: Freelance Conceptual Copywriter. Agency: Direct
Click the image to explore the work live on their new-look website.
Click the image to read the case study for a Travel Incentive organised for Hays Specialist Recruitment
Click on the image to read the case study for an upscale monday.com event
HOLCIM GROUP
BRAND FILM
Working with Superunion, we created this brand film to launch a rebranded LafargeHolcim. This piece was deliberately chosen to share the film without the VO to show how the messaging was stripped back to tell a complex story with clarity and simplicity.
Role: Freelance Conceptual Copywriter. Agency: Superunion/Design Bridge & Partners.
SHELL LUBRICANTS
PRINT, DIGITAL AND TRADE SHOW STAND MATERIAL
Part of the Shell Lubricants offering falls within the Fleet Supply and Maintenance Team who wanted to remind fleet managers and owners of the added value their brand brings.
Up for grabs, not just high-performance lubricants that keep machines operating at optimum level, but also a customer care and advice around the clock, and optional IoT technology for remote access to real-time data on your machines’ maintenance status.
This ‘Get the most from every part’ series of print ads, digital banners and ultimately a brochure and trade show stand, called out the genuine business benefits of quality machine care.
Role: Freelance Conceptual Copywriter. Agency: Columns.
Click on the image to explore the brand in action across their website.
GOODWILL SOLUTIONS
Strategic rebrand, core MESSAGING, WEBSITE & social content, CASE STUDIES and presentation material REFRESH.
Sometimes the answer is just beautifully simple. Goodwill Solutions is a logistics firm that reinvests a large percentage of their profits directly into the community as well as training and often employing people with a difficult past and in need of a break.
The aim was to tell the Goodwill story, and that of their people to raise interest and understanding of the brand, and drive enquires. It needed to work for all parts of the business and target audiences. It needed to be real not raw, commercial yet human, avoid ‘charity’ and ‘over promissory. It achieved all of that, and more.
Role: Freelance Conceptual Copywriter. Agency: Direct.
