As a Junior Copywriter, Chloe worked with the copywriting team to create all the written collateral associated with the rebrand, from a new proposition to copy sitting directly on the website – they did it all!
Starting halfway through the rebrand, Chloe was thrown in at the deep end, working as a fresh pair of eyes to create the new brand guidelines and tone of voice. With help from Sarah, Chloe laid the foundations for the tone of the new branding.
I think the brand values were always there, it was just a matter of taking a step back to really capture them. We took some time to observe how the agency worked and the relationships within the team to try to evaluate what the most important values within the agency were.
They couldn’t just be plucked out of thin air, they had to be a true representation of the morals, attitudes and beliefs of Together.
When we were deciding what tone of voice to go for, there were a lot of attributes flying around. Do we want to be serious and professional, or funnier and more informal? Or do we need to find a balance of both? I think once we had the brand values in place it was easy to see what the tone of voice would be, there was a sort of natural progression.
We needed to showcase the expertise we have within the agency and champion all our strengths to stand out and build trust in the brand. We needed to be direct and confident but also friendly and approachable, and we did this through a tone of voice that was bold and authentic.
Narrowing it down to just two values. There are so many people on the team who have different skill sets and ways of communicating, so condensing it down to two values that would be an accurate representation of the whole team was a daunting task. But I think the two we landed on perfectly sum up the agency.
Seeing how the tone of voice will translate across all our different platforms. It’s playful and fun, so I can’t wait to get creative with it when it comes to writing more case studies, social posts or scripts.
The case studies. We all worked hard to create exciting case studies that really showcased our skills and relationships. We needed copy with creative flair that was funny and engaging. It was also the first project I got to work on that incorporated the new tone of voice, so it felt different to any agency copy I had written before, which was incredibly exciting.