Talking the talk

Occasionally, clients are going to pin you down and force you to explain exactly why all those bon mots and snappy headlines are working so well for them.

Sometimes, that means giving up a few trade secrets, to help them define exactly what it is that makes their brand sound so, well, on-brand. Sometimes, you’ll even get to put yourself out of a job, by writing brand voice guidelines or playbooks that help other people do the writing instead.

Here’s a few I made earlier, including Dr. Oetker, Enfamil, Signature whisky and the ‘rules of the house’ for Harvey Nichols’ multi award-winning ‘Pleasurama’ packaging and in-store concept.