Repositioning a scaled-up agency with a new voice, story and brand identity.
02 — The brief
A digital marketing agency grown exponentially: their brand hadn't kept up, and they needed a clear identity to reflect who they had become and where they were going - they needed to help clients understand what they did and what they stood for.
03 — My role
Senior creative copywriter and brand lead:
Developed the new tone of voice.
Defined the brand vision, mission and key messages.
Wrote and advised on copy across all collateral (internal and external).
Designed and delivered training to roll out the new brand internally and for launch of client facing collateral.
04 — The approach
I dug into how the agency described itself internally vs. how clients talked about them. I sharpened their positioning by taking part in a workshop with the Senior Leadership Team, and condensed their understanding of the agency into core pillars. We then built these out collaboratively, and I used these to draft the key vision and mission statements. The tone of voice followed with a best practice example piece of copy written. From then, the roll out included training all internal stakeholders, launching updated collateral, and rewriting the website.
03 — Results
Clear positioning that made it easier for clients to understand who the agency was and what they offer.
Stronger internal alignment: everyone speaking the same language about the brand and its values.
Cohesive messaging across all marketing collateral, and a unique and identifiable tone of voice.
A refreshed identity that matched the size and ambition of the agency.
