Creating the Voice of
Exceptional Digital Services
The hallmarks of a voice that spells aspiration, confidence and sophistication
What do you get when you cross the sophistication of Stanley Tucci with the aspiration of Aston Martin?
The voice of California’s best digital learning provider, Madecraft, is what. Here’s how we worked with the team to define the voice of exceptional online learning.
Problem
When your business has a visionary founder who’s brilliant at talking about the brand, how do you replicate that at scale? Your sales team needs to speak - and own - the same story and have the language to go with it.
Meeting Madecraft threw us deep into the world of online learning. What we found was a scale of extremes. On one side, poorly-made YouTube videos with questionable authority. On the other, a raft of corporate blandness.
In contrast, Madecraft was full of personality, knowledge and quality. We needed to understand how and why it was different, who it wanted (and didn’t want) to speak to and why. How could we showcase its unique difference and create the tools for a consistent story, business-wide?
We began to work closely with the core team, conducting calls and interviews to unpick the history of Madecraft and what made it tick. We looked closely at competitors too, piecing together a picture of the business that would help us to position and show off its star qualities.
Using everything we’d learnt, we were able to define the personality, vision and values of the business and design a fitting tone of voice. The resulting brand summary, along with writing guidelines for the wider team, created the foundations of a toolkit made for consistent storytelling.
Solution
There are certain hallmarks to the Madecraft voice which is one of sophistication, inspiration and confidence. Adverbs like ‘frankly’, ‘actually’ or ‘naturally’ bring an air of confidence. The language is always positive and short sentences lend an air of directness. It’s never inaccessible or arrogant but sometimes you’ll find the odd long word thrown in, just to remind you that Madecraft knows what it’s talking about like no one else.
This voice work underpinned the launch of Madecraft’s new website, helping to establish them as a unique and desirable partner in the online learning industry. We’ve since written multiple pieces of internal collateral, pitch decks, social posts and even the copy for a trade show booth that Madecraft went on to win an award for.
When the senior team is looking for clarity on messaging and language, they turn to us. We’re privileged to enjoy a longstanding relationship with the business as it goes from strength to strength.