Archive for July, 2009

Words win it

The right words can transform your business. They can define your difference (see Innocent Drinks). Explain why you’re better in a way your customers will remember (see Apple). Or reflect your take on the world and what you value. (see Howies).

Words are powerful. They can win pitches, customers, investors, loyalty, supporters and more. Of course, the power of words can be described however you like. Personally, I like to think it’s best explained when you consider whether a person appeals to you or not.

Sure, the way they look might attract for a while. But if someone isn’t interesting, or charming, or intriguing, or funny, or understanding, or wise, or inspiring, you’ll be heading for an escape route soon enough.

Whether you use words well, or otherwise, they say everything about you.

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Pagani pasta


When most pasta makers promote their product, images of plump, rosy-cheeked Italian mamas in gingham aprons usually aren’t far away. Not this pasta maker. Pagani wanted to approach it in the way that designers of high performance Italian cars regard their latest creation. Like a science. With absolute attention to detail. And an inexhaustible drive for perfection.

During a comprehensive brand repositioning phase, Brand Instinct appointed me to visit the Pagani factory, located in the Italian region of Lombardy, to interview key people within the organisation and gain insights into the brand’s essence.

From this, as well as finding inspiration from the style of language used at the premium end of the European automotive industry, I developed the overarching tone of voice. This was then applied to the website and promotional brochure.

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Communicating Connected Experiences for Nokia


Nokia was seeking a way to promote greater ‘cross pollination’ between the various departments of their company. I was commissioned by Nokia Design, London to develop the main concept and a 4-minute voiceover script for an animated film that broached this aim in a simple, powerful and intriguing way. The booklet was produced to accompany the CD of the film and contains key excerpts from the film script. The film can be viewed on request.

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Helping Nokia define User Guidance


Nokia Design approached me to write this 114-page internal document about User Guidance for use within the Nokia company. I was able to tap into months of research into mobile phone users, the different ways they use mobile phones and the possibilities for the future. The project involved working with a team of designers to develop the flow of ideas and create a cohesive narrative that explained the motivations, thinking, actions and resolutions of the project.

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House of Fraser

Commissioned by this UK-wide department store to develop potential names for a new homeware range aimed at aspirational, fashion conscious women with an eye for style and glamour. Several names were selected from those supplied, with the final name agreed on unanimously. The range is due for release in late 2010.

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Marks & Spencer

A month long contract at Marks & Spencer’s head office in Paddington, London, gave me the opportunity to apply the inimitable M&S tone of voice to items including food, wine, fashion, loyalty programs and a range of in-store promotions.

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Compass Group UK & Ireland

Currently working with the Compass Group UK & Ireland – the market leader in providing contract catering and a range of support services to customers in the workplace, in schools, colleges and hospitals, at leisure or in remote environments. This project involves the rebranding of a Compass sub-brand and includes developing positioning statements, tone of voice and copy for a suite of external promotional pieces.

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One global company. Four words that capture its essence

Envelope Group in Melbourne approached me to create a strapline (see above) and a series of positioning statements (see the website) for this Australian born, US bound company specialising in providing leading radiology information systems (RIS) to medical professionals in the United States, Canada, Australia and United Kingdom.

My task was to communicate the supportive relationship between Promedicus and its clients and the onflowing benefits this brings to their efficiency and the outcomes they achieve for their patients.

I was also appointed to write all copy for the Promedicus website.

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