I've always loved cars but never expected to fall head-over-heels, truly, madly, deeply with them. Over the last seven years, I've become deeply involved with luxury automobiles. This work has covered everything from launch concepts and copywriting to brand positioning, working with a bunch of fellow petrolheads and some of the world's most iconic brands. One area I am particularly interested in is how luxury automobile brands write and speak - I've done a lot of work with Jaguar, Rolls-Royce and Bentley on their tone of voice, as well as written acres of web and comms copy to bring them to life.
Here's an overview of the what I've been doing for different brands. You can explore the work on the main page. If you'd like to have a chat about how I can help with your marque, please get in touch.
Rolls-Royce - Brand positioning, launch of 101 EX; launch of Ghost; Launch of Phantom II; launch of Phantom Aviator; Bespoke brochure; Website content and copy - I wrote the new website from scratch, covering all models, history and the information. Later, I worked on the refresh of the website, cutting copy to 1/5th of original length to work with a new UI. Comms work included launch integrated campaigns, taking in film, web, eDM and high end DM. I also worked with a BMW planner to refresh the brand positioning and identity.
BMW - 6 Series - global Launch concept, global TVC, print and web content; eDM, all models; BMW Finance brochures and web; individual models web copy.
Jaguar - I oversaw tone of voice for current website with team four writers and wrote content for various models; comms work and eDM campaigns for launches includingF-TYPE and F-PACE. I was commissioned to create a tone of voice guide for the brand.
Bentley - I've worked a wide range of projects for Bentley including comprehensive tone of voice guidelines, internal brand books on Design and history of the company; customer facing comms include website copy and range books for various models including Mulsanne and Flying Spur, eDM, various editions of a coffee table book - Pure Bentley. I also wrote the website copy for the launch of Bentayga and the new brand campaign #beextraordinary.
Bugatti - How do you engage someone who has ordered one of the world's rarest cars, knowing they have a potential two year wait from deposit to delivery? The challenge was to establish a tone of voice and communication style for a series of letters that kept them informed and excited, engaging them not only with the build process but also creating a deeper connection with the marque.