Engineering a new tone of voice.
Client: Cundall
Campaign: New website tone of voice, training and copywriting.
Services: Messaging, Content Creation, Copywriting.
Business challenge.
1000 strong engineering and multi-disciplinary design consultancy practice Cundall, wanted a new website that felt more engaging and better represented who they are and their amazing people.
How I helped.
At the start of the project, I had initial meetings with the marketing team project leads to agree the brief and to delve into their key aspirations for the project and insights.
I then ran messaging workshops with their global marketing team to develop the narrative for a new tone of voice for the website.
I then trained their in-house team to create project pages, people pages and overall writing skills.
I then collaborated with a writing partner to draft all the sector and service profile pages and some of the key landing pages for the practice.
Marketing activities.
Initial briefings
Messaging workshops and training sessions
Content creation
Regular progress meetings
Outcomes / Results.
The brand-new website was successfully launched in November 2021. It has been shortlisted for a Property Marketing Award and for an Archiboo Award for Best Consultant website.
Ran a series of messaging workshops and feedback sessions
Trained global marketing team on how to write for the website
Drafted training materials and guides so the team could create content for the new site.
Drafted 60 service and sector page profiles including interviewing leaders across the business.
Developed a messaging framework.
Developed a tone of voice guide.
“Ayo provided fantastic support in the creation of content for our new website. Development of the style guide and the training given to our marketing team has given us the tools to produce our own copy, enabling us to keep our website fresh and updated."
Helen Solimena, Cundall.
