Tone of Voice • Brand Guidelines • Creative Direction • Copywriting
I worked as a brand writing consultant with JWT, design agency North, and first direct itself when the UK bank decided to relaunch its brand. Having established a conversational tone of voice, I created Black and White: A Conversation together with design agency North, a literally conversational set of brand guidelines both for first direct as well as its various roster agencies - branding, advertising, PR, design, and digital.
I oversaw the implementation of the brand's tone of voice throughout its communications, which meant working alongside every division of the company's marketing department.
This involved writing and editing for virtually every aspect of the bank's operations - customer communications (both email and paper mail), advertising campaigns, online sales campaigns, account applications, SMS messaging, newsletters, legals, call center scripts, copy for awards brochures, CSR content, internal signage, and even Christmas cards. first direct's work has won a slew of marketing awards over the years, including Drum Marketing Awards and DADI Awards, while it has been awarded CoolBrands status every year since 2006.