CLIENTS. I’ve written professional and B2B copy for a range of sectors, brands and businesses. Instead of writing to a nameless, faceless ‘B’, I think about the specific audience behind the brief, the actual person in the company’s C suite, HR department or training and development team. That helps me craft messaging that accomplishes the company’s aim, whether that’s boosting employee morale, convincing a business customer to buy a product or service, or encouraging behaviour change.
THE CLIENT. ThinkPattern, an executive coaching consultancy based in New York City and London. My agency Magnetic Ideas created a new brand for Emrah Cetin’s start-up executive coaching consultancy. Emrah is incorporating skills honed during an international career with General Motors, Whirlpool, Coke and start-ups. A coach can help people overcome the obstacles blocking their success. The name ‘ThinkPattern’ refers to this ability to create new, positive ways of thinking. We designed a logo and colour palette to appeal to her target audience: successful corporations whose HR and development teams want to support employees as they grow and move to new management positions. We designed a website, presentations and ads.
THE CLIENT. GLAD Solutions is an Elearning specialist, working with large firms in the City of London and beyond. Elearning can be a more efficient – and trackable – way to teach employees new rules and procedures (and demonstrate compliance). Elearning is tailored to individual performance, so saves time by focusing on areas where additional training is required. I wrote the client’s website, with emphasis on the scientific and economic case for choosing Elearning over traditional training techniques.
THE CLIENT. Profile Protection is a professional security company operating in the West End of London. My company created the website (which I wrote) emphasising the high-calibre and discreet security provided for high-profile venues and clients.
THE CLIENT. For Kinsella Legal, my team and I designed and wrote email campaigns directed towards two distinct audiences: B2C (candidates) and B2B (clients).