As a freelancer, most of my clients are startups or smaller businesses looking to establish their brand presence. Typically armed with no style guide, my task begins with finding out more about the company, and who their customers/users are. Good branding starts by understanding what makes the brand/users unique, what their value proposition is, and most importantly-what’s the story behind their company culture.
LightArt is a Seattle based manufacturer that focuses on hand-made, customized light fixtures for clients in the office and retail environment (or, you could just be a customer with a lot of disposable income for beautifully made, custom lights) I was brought on as a copywriter/brand consultant, with the goal of making their copy feel more personable and relatable.
LightArt needed a brand facelift to update their newest product catalog. They knew they needed more personable copy to attract clients and excite sales staff, but weren’t sure how to get there.
Partnering with an art director and graphic designer, it was my responsibility to craft the copy needed to embody the brand.
Rather than talk about the products themselves, I decided to talk about the great story of the people behind the product. Meeting with some of the staff, it became apparent that these were hard-working, creative artisans that took great pride in their craft. At the end of the day, people want to know more about the brand, and how the brand can help them, rather than hear about the product itself.
Forming a narrative around people (and dogs), the rewritten copy has a friendlier, conversational tone than previous versions.
Sales reps and customers enjoyed the new directional tone, and gave a thumbs up to the designers and photographers as well. It helped shaped LightArt's voice into who they are now. It led to more projects working on a coffee table book, email newsletters, and product naming.
Find out more about LightArt at www.lightart.com.
See more copywriting samples by getting in touch with me.