Client: The Shuttleworth Trust

Project: Tone of Voice

I helped Shuttleworth develop a tone of voice based on the insight they’re a working collection of vintage planes and machinery — not a museum.

Outcomes:

  • A fresh new way to express Shuttleworth’s personality

  • A framework showing how to structure long form copy

  • A new understanding of brand position

  • Working examples covering brand, signage and CRM

  • Marketing ideas to use at launch and on site

Creative UK advertising work for The Shuttleworth Collection featuring vintage aircraft and clever headlines expressing the brand's tone of voice, brought to life by posters, an email, promotional signage and cafe offerings.

Client: The LUNA CINEMA

Project: Tone of Voice

For those looking for a perfect summer evening under the stars, Luna Cinema has it all - great venues, screens, food, drinks and seating.

It’s an experience you couldn’t script any better.

After a workshop session with Luna’s marketing team helped to uncover this insight, I developed a campaign idea and series of copy executions that brought it to life.

Outcomes:

  • New brand insights

  • A fresh new voice and framework for expressing it

  • Working examples easily adapted across multiple venues

  • A bank of alternative creative territories for future use

Creative UK advertising work for British Airways. The trio of images feature European city-scapes with emotional headlines and copywriting that highlights the reasons why people travel.
Creative UK advertising, copywriting and tone of voice work for Mega City. It features four-panel digital illustrations with neon-themed logo designs accompanied by evocative headlines that speak to the competitive nature of gamers.

Client: British Airways, via Uncommon studio

Project: Tone of Voice + Copywriting

Working with Uncommon Studio in London, I helped lead the tone of voice and copy development on a huge body of CRM work for BA’s ‘A British Original’ campaign.

Outcomes:

  • A TOV and copy structure guide for multiple copywriters to follow

  • Ongoing CRM copywriting for the British Airways, Wine Flyer, Avios and other partner brands

Client: MEGA CITY, VIA EGG AGENCY

Project: Tone of Voice

Working with Egg Agency in London, I developed a brand voice for new entertainment venue, Mega City. It’s based on the insight that gaming brings out our competitive streak.

Outcomes:

  • A TOV guide

  • Mockups to show how the voice could work in practice

Four sections of marketing emails for ROLUS energy drinks. Part of a launch CRM campaign using models drinking the product accompanied by engaging, relatable copywriting and clever headlines that welcome customers to the brand.

Client: ROLUS, via M&C Saatchi NY

Project: LAUNCH CRM COPYWRITING

Working with M&C Saatchi New York, I wrote the CRM comms for ROLUS, a new hydration drink brand launching into the US market.

Outcomes:

  • A suite of launch comms expressing ROLUS brand personality to a previously defined tone of voice

Two examples of product naming work. One features the name Blunt Umbrellas, the other is London Bathers, a body care brand based in the UK.

ClientS: BLUNT UMBRELLAS, LONDON BATHERS

ProjectS: PRODUCT NAMING

Tonecraft can help you launch a new brand or add to a collection by developing a relevant, memorable name.

I developed Blunt for a startup umbrella company (featuring patented rounded points), and London Bathers for a startup body care business.

Four creative social posts for London Bathers, with gradient background, promoting bath products to England fans during the Euros. Each feature creative headlines that link football and bathing in a clever, relevant way. Great copywriting.

Client: LONDON BATHERS

Project: Social post copywriting

These are a selection of Instagram posts created for London Bathers during Euro 2020, including a post-match reactive post that tied in with the brand’s minimalist style.

We’ve also written social posts for brands including Microsoft, Virgin Holidays, IKEA, Boots, Nordic Spirit, Brynk, and more.