Developed Jaguar Tone of Voice for UK client. Working closely with the team at Spark44, I made sense of the work done over the last year, imposed structure and annotated examples of good and bad execution. The result is a new handbook with clear guidelines and examples from every aspect of the business.
Before that, I worked on Jaguar's new website for six months. The site launched in April 2013. As well as writing large chunks of the site, I was responsible for implementing tone of voice, reviewing copy from the team of three writers and outside agencies' work. You can see the site here.
Great writing, verbal identity and tone of voice are all at the heart of what PRICHARD& does.
I see Verbal Identity as the other side of the coin to Visual Identity. I work closely with strategists, creatives and designers to build verbal identities that springboard from the brand idea and purpose, supporting and enhancing the brand perception in the customer's eyes.
Whether you’re looking to develop your brand voice and brand, TV commercials, emails, websites, print ads, letters, brochures, direct mail or cereal packs or anything in between, you name it, I’ve probably written it.
We're talking about words that sell; words that make people read and act; words to make a bishop kick a hole in stained glass window. And words that can charm the trees from under the birds. Not to mention sentences that begin with 'and'.
Recently I've been working on:
Jaguar's verbal identity and new global website
Brand development for Summit Media.
Verbal ID and website for Kittitian Hill, a luxury holiday destination in St Kitts.
Verbal ID, brand guidelines and brand workshop for Crossrail.
Tone of voice and communications examples for Holiday Inn global comms guidelines.
Brand development for Joseph Joseph
Rolls-Royce Brand positioning
Rolls-Royce Website relaunch
Verbal ID and guidelines for P&O Ferries
A new website for Santander Asset Management
A business banking campaign for Santander
Brand story, visual and verbal ID for Lottie dolls
Ads, emails and letters for BMW
I can also help you improve your copywriting - I run copywriting workshops that can be tailored to your needs – please get in touch for more details.
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 a planner, 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.
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 tone of voice guidelines and wrote the website and brochure here, in collaboration with Calling Brands. www.kittitianhill.com
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.
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'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.
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.
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.
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.
Concept, copy and creative direction for monthly subscriptions campaigns - print and online - for Screen International magazine.
Global TV and print launch concept and execution - UK version featuring Mr Blue Sky.
A frankly ridiculous concept for a TV campaign for sunbingo.co.uk - worked a treat. Concept and scripts (through WCRS).
Sonic Academy creates online video tutorials for all kinds of music software. At their studios they run training courses in house. All the staff are musicians and DJs and the site has a reach far beyond their native Belfast.
We were commissioned to develop the brand with
design studio Social. We created the positioning and developed tone of
voice, as well as writing the website. We also worked on the IA for the
front page of the site.
Integrated campaign designed to change teenager's views of the construction industry and to show the many different career opportunities. DRTV, outdoor, banners, online gaming and website.
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.
I've always loved guitars. This is a spec campaign for Fender, using famous players and their guitars to reinforce the idea that Fender was the original electric guitar in production - The Original since 1946. The copy is tongue in cheek, challenging the reader to step up to the mark. (This is personal work, done for fun and has never run.)
Subscription campaign created for Retail Week six months after the recession hit. The strategy was to position the magazine as the thought-leader in getting the sector back on track. The concept developed over a number of executions and worked in print, as inserts and online as banners.
I came up with the concepts, wrote the copy and creatively directed the campaign, as well as overseeing the banner design and execution.
Concept, copy and creative direction for monthly subscriptions campaigns - print and online - for Drapers magazine.
I initially worked with The Third Space to develop their brand and
brand book five years after the club had originally launched. Working
closely with the client, I helped them redefine their positioning,
refreshed the tone of voice and reviewed the design look and feel.
Subsequently, I have worked with them to produce all their marketing
collateral, including bi-monthly acquisition campaigns, Club handbooks
and spa materials. After over four years working together, I am now acting as a creative consultant, working with the CEO.
These are some of the other Brand, Verbal ID and comms clients I've worked with recently and over the last few years.
top to bottom: Petr Weigl, ceramic artist website. Santander Asset
Management website. KPMG Audit, People and Global Services brand/comms.
Marshall, Jewellery, brand strategy & verbal ID. Sledge, events
agency brand visual and verbal ID. Samsung more than talk breast cancer
campaign guidelines and tone of voice. PayPal online demo 'Mr Pointer
Explains'. Trent Design brand and verbal ID. Drapers Magazine, comms.
The Third Space, brand strategy and comms.
If you'd like more details about these or any other projects on the site, please get in touch.