I was commissioned to create a Jaguar Tone of Voice manual for the UK client. Working closely with the team at Spark44, I made sense of the work done over the previous year, imposed structure and annotated examples of good and bad execution. This resulted in a new handbook with simple, clear guidelines and examples from every aspect of the business.
Prior to this, I worked on Jaguar's new website for six months. I was responsible for overseeing and implementing tone of voice, reviewing copy from the team of three writers and outside agencies' work, as well as writing large chunks of the site. You can see the site here.
Like all brands, the truth behind them is in the brand and the people who created it. By asking the right questions, we drew out the truths behind the brand and clarified its positioning and tone of voice against the competition.
Joules approached me to help them develop their brand. This coincided with a rapid growth in business and the client wishing to consolidate the brand before things got our of hand. Working with the core client team, we took them through a series of workshops that got the heart of the brand which we then developed into a brand essence and brand handbook.
Creating a consistent tone of voice was key, along with sharing the brand story in a memorable way.
The brand has consistently and successfully applied this approach to great effect of the past few years.
"Ed's work on pinning down our brand essence and helping us to develop our brand book has been invaluable. His approach cuts straight to the heart of an issue, through a creative and challenging process. Ed has a wealth of experience, and a network of contacts that together offer a solution to any business problem that you throw at him."
Georgina Kirby - Marketing Director, Joules Ltd
I worked with the strategic planner at BMW and team at Rolls-Royce to help develop the brand's positioning for 2012 and onwards, brainstorming positioning statements and developing copy for the brand bulls eye.
As part of my work on the brand over the last four years, I helped
develop the tone of voice for communications and applied it to all
aspects of the brand, including this piece, the website and numerous
model and range launches, examples of which you can find in other galleries here.
I've been working with JosephJoseph to focus their brand thinking and positioning. The process has followed the audit-develop-embed approach - including workshops with the senior team and staff, building vision, purpose and positioning statements as well as developing guidelines and tone of voice.
I've worked a wide range of projects for Bentley including comprehensive tone of voice guidelines, internal brand books on Design and history of the company; customer facing comms include website copy and range books for various models including Mulsanne and Flying Spur, eDM, various editions of a coffee table book - Pure Bentley. I also wrote the website copy for the launch of Bentayga and the new brand campaign #beextraordinary.
A pro-bono Social Media-driven project on behalf of Centrepoint.
Ideas often hit you at the oddest moments. This one started when we met Chris Cotton, a counsellor at Centrepoint. He mentioned his ambition to start a library for the homeless teenagers. So far he had seven books. It was eight but he'd given one away.
Social media seemed to
be the key to getting a lot of books quickly. Working on the principle
that my 200 or so like-minded friends on Facebook would have similar
numbers of like-minded friends, we worked out that we had a potential
reach of over 900,000. We built a website in a day, did the branding
and wrote letters and emails as well as a DM pack and ambient media
piece. We set up Facebook and LinkedIn groups, sent
messages, set up discussions and blogged the socks off it. Other blogs
picked it up too, generating a wider response from around the country
and even abroad.
The campaign kicked off with the question: which book changed your life?
Everyone gave their time for free as well as their books. We designed the logo, illustrator Andrew Bannecker brought it to life. People from around the world joined in – publishers including Penguin, Faber & Faber, Bloomsbury and Little Brown pledged boxes of books on every subject under the sun. For less than £200 costs, we created a library of books valued at £35,000 – a return on imagination of around 7,000%
The guest editor of Directory, a showcase of the best direct work from around the world wrote:
“To be honest, I’m quite sceptical of charity jobs these days…I increasingly feel creatives are doing this more for their own ends than the people they’re supposed to be helping. Not so this piece. No shock, fear or revulsion. It’s generated some outstanding results. It doesn’t feel like a piece to impress an awards jury. Rather it’s designed to get people thinking and to make a difference…Thank you for restoring my faith.”
Dave King, CD AIM Proximity, Auckland
I have been involved with the
launch of five major product launches for Rolls-Royce. The first was
200EX, the experimental forerunner to Ghost. This was followed by the
Phantom Electric project, then the new Phantom Series II. THe final
project was for a special edition Rolls-Royce Phantom Coupe called
Aviator, named for Charles Rolls in honour of his pioneering work in
powered, fixed wing flight. Scroll down to see a selection of work from
was the first new Rolls-Royce model to follow the new Phantom. EX
denotes experimental, a continuation of the RR tradition of creating
experimental test beds for engines and other innovative technology. Here
the designers and engineers try out their ideas. EX models often
inspire production vehicles.
Following the launch of 200EX, I worked on the launch of the production version Ghost. The campaign was built around the idea of the power of simplicity. The brochure contained an essay, ghostwritten (sic) for Chief Designer Ian Cameron and Helmut Reidl, Head of Engineering.
ROLLS-ROYCE PHANTOM ELECTRIC LUXURY
As well as being part of the pitch team that came up with the concept of the campaign, I scripted the launch films, wrote web copy and Facebook announcements, Tweets and emails. Films included interviews with Torsten Muller Otvos, CEO of Rolls-Royce, Autocar editor Steve Cropley and Sir Michael Kadoorie, owner of the Peninsular Hotel in Hong Kong, who has a fleet of 14 Rolls-Royce Phantoms.
The music on the film was commissioned specially for the campaign, created by the wonderful Will Saul.
The idea behind the campaign was based on the questions: can electric motoring deliver a true Rolls-Royce experience? Can alternative drive-train technologies work in ultra-luxury cars? You are invited to join the debate at www.electricluxury.com The campaign ran for more than a year, growing as input was received from the global tour and data being fed in from all over the web and twitter.
ROLLS-ROYCE PHANTOM SERIES II
After six months of preparation I helped launch the new Rolls-Royce Phantom Series II. I developed the concept (Phantom Series II. A New World.), which was then applied across all media, including print, dm, launch event, website and social media. I wrote a manifesto and scripted the launch film as well as commissioning the music from the Richard Northen at Richlist Music. Film directed by Martin Codd through Brainstorm. Photography by Alex Howe. With Clive Parsley @ Partners Andrews Aldridge.
Working with the team at Calling Brands on a major brand refresh, I developed the P&O Ferries brand tone of voice to bring it up to date with the brand idea and creative approach.
This work took the audit-develop-embed approach, with a far-reaching audit that looked at all aspects of the brand voice, from vocabulary to reading age. The resulting guidelines and examples used the brand idea to bring the tone to life.
Rolls-Royce launched an electric Phantom to spark a debate about the future of powertrains. I was responsible for the campaign concept, I scripted the launch films, wrote web copy and Facebookannouncements, tweets and emails. Films included interviews with Torsten Muller Otvos, CEO of Rolls-Royce, Autocar editor Steve Cropley and Sir Michael Kadoorie, owner of thePeninsular Hotel in Hong Kong, who has a fleet of 14 Rolls-RoycePhantoms.
The music on the film was commissioned specially for the campaign, created by the wonderful Will Saul.
The idea behind the campaign was based on the questions: canelectric motoring deliver a true Rolls-Royce experience? Can alternative drive-traintechnologies work in ultra-luxury cars? You are invited to join the debate at www.electricluxury.com. The campaign ran for more than a year, growing as input was receivedfrom the global tour and data being fed in from all over the web and twitter.
I was commissioned to write the Rolls-Royce website two years ago, working with the development team at Partners Andrews Aldridge. I've just finished writing the new website, which launched at the same time as Phantom Series II. All the Rolls-Royce campaigns I've worked on have involved web and email communications alongside the hard collateral and films. The latest work for a new model launch, Aviator, was an online campaign. You can see the full site here.
I worked closely with the Chief Marketing Officer to develop the brand positioning for Victor. Once agreed, I created brand guidelines and a set of tone of voice guidelines. We ran workshops with the team to help everyone get on the same page. I've continued to work with the brand, to produce comms, including the brand video, app launch and print ads.
Global TV and print launch concept and execution - UK version featuring Mr Blue Sky.
Kittitian Hill is a Caribbean holiday resort like no other, created with an entirely new way of thinking. It’s an evolving, growing place that invites you to contribute to and be part of something unique. Far from the bustle of the world, you can ground yourself and feel at your best in beautiful, natural surroundings. This cultural and eco-friendly holiday destination is designed to inspire visitors while contributing to local communities and culture.
I created an approach to verbal identity, tone of voice guidelines and then wrote the website and brochure, in collaboration with Calling Brands. www.kittitianhill.com
Integrated campaign designed to change teenager's views of the construction industry and to show the many different career opportunities. DRTV, website, outdoor, banners, online gaming and website.
Chosen as COI's campaign of the month, won Best Integrated Campaign at MCCA Awards. But best of all, it hit the mark with the target audiences, with high recall scores and increase in registrations on the website.
Gaggel will revolutionise the way we protect everything from our mobile devices to our cars and homes. It's the future of insurance.
As a start-up, it was important the client clearly expressed what the brand stood for and why it existed to VCs. We created a brand and verbal identity that brought Gaggel to life, ensuring the brand was taken seriously by potential investors.
Phase two of the brand's development is now in progress.
"I really enjoyed working with Ed in building the brand for Gaggel. As a startup in the archaic and slightly boring industry of Insurance, we really wanted to get the message across to the customers that we had a fresh and innovative approach. Ed brought that out in the style of communication and language used in our website and brand book. Whether you have a start-up or you what to rebrand an existing business, Ed is your man." - Ralph Hazell, Founder, Gaggel
Petr Weigl is an internationally recognised artist, based in London who works in concrete and ceramics. I worked with him to bring his voice to life online, wrote his website and worked with him to createdescriptions to sit by his work in exhibitions. You'll find the site here.
The Organic Cotton Accelerator was created by a group of retailers and NGOs including C&A Foundation, C&A, Kering Group, H&M and the Textile Exchange. We worked with the group to create the brand positioning and values, along with tone of voice and brand identity. The project presented a number of challenges, not least the key collaborators are also in competition. The thinking behind the initiative was 'collaboration in a pre-competitive space'.
This was brought to life in a website and brochure aimed at the retail community to promote Organic Cotton, not as 'better' than non-organic cotton, but as fairer to everyone in the supply chain from farm to consumer.
In collaboration with Jim Holt of Agitprop.
To the untrained eye, Crossrail looks like a big, muddy hole in the
ground. In fact it's one of the largest infrastucture projects in Europe. Working with Calling Brands, we've changed people’s view. Visually the brand lacked focus and clout, disappearing in a sea of construction blah. The agency created a compelling new purpose - Moving
London Forward. Visual ID was developed to bring the idea to life. I developed the Verbal ID and we ran a brand workshop to get the team on board. We also developed comms - these are a selection of hoardings that appear on sites across the capital.
Lottie is a new doll brand, launched at the London Toy Fair in January. I pitched to Arklu to help them develop the brand story, positioning and tone of voice, as well as design and graphic elements for the brand.
The tone of voice required careful handling. I successfully separated the parent brand voice from Lottie's own voice - each aimed to deliver different information and to appeal to mothers and their children without jarring or compromising the communication.
The design work fed into the packaging, exhibition stand, website and literature. I also wrote and recorded a brand song for the commercial with Richard Northen at Richard James Music.
Summit Media is a leading online retail specialist. Uniquely, Summit started in Strangeways, when founder Hedley Aylott made a hit single with rival gang members from Manchester. From there, he was invited to HMP The Wolds in East Yorkshire, where Summit developed from producing BAFTA-winning musicals to become online retail experts. Their unique model employs and trains prisoners in The Wolds, as well as running four offices around the world. I worked with them to refine and define their brand positioning and brand ID. Working with formidable designer Jim Holt, we focused many months of unproductive brand development work through workshops and collaborative development to create a dynamic new positioning, look and feel that reflects the company's approach and ethos, with the brand idea of 'Changemakers'. The wave icon and idea was inspired by Hokusai's wave with Mount Fuji in the distance and the idea of the company leading a wave of change in its approach to business.
Concept, copy and creative direction for monthly subscriptions campaigns - print and online - for Screen International magazine, Drapers magazine and Retail Week.