Copywriting
Turning a century of expertise into accessible knowledge for the masses
The articles we wrote for a national organisation will help to inform and change the future, around the world.
Working closely with a copywriting agency, our job was to completely rewrite the organisation’s website content. From long-form blog posts to white papers and course descriptions, we took existing copy that sounded reticent and deferential and rewrote it to sound impactful, clear and positive.
Problem
The scale of the project was huge. It involved a large number of stakeholders, spread all around the world, working across different time zones. To successfully answer the brief meant working collaboratively and using our combined years of experience to transform the voice.
Often the topics we were writing about involved lots of technical terminology and long sentences. But our job was to make the copy sound really engaging. We even interviewed key business experts to help us to really understand the topics we were handling.
Solution
Over a six-month period, we received detailed briefs from the agency along with lots of trusted sources and hefty writing guidelines from the client. We spent hours familiarising ourselves with all the material and getting comfortable with the tone, style and perspective before we started writing.
We didn’t shy away from putting in the research on the topics we wrote about. We put a lot of time into reading about smart cities, green F1, supply chain resiliency and the ‘Internet of Things’ to help us understand the jargon and rewrite it in its most concise, persuasive form.
Our aim was to make the copy engaging, straightforward and solution-orientated. We did this through our extensive research and by closely referring to the organisation’s progress-focused brand pillars.