Here are some examples of my verbal identity projects: tone of voice/copy styles, namings and brand identity guidelines.
You might also like to see the creative awards I’ve won.
Caroline was a real pleasure to work with. She took a methodological approach to a relatively complex brief and delivered results that put an emphasis on clarity but still maintained a strong TOV / personality. She also worked efficiently, saving us invaluable time in the process.
Adam Short,Group Research Director, 2CV
Caroline’s copy has helped to position and launch our Amazonas Sandals brand in the UK. She was very in-tune with the briefing and how we wanted to communicate with our customers. Her creative ideas and advice on SEO and website structure, together with her fantastic copy, gave our e-commerce website a unique personality. Not only was the copy spot on, bold and exciting, Caroline also made sure that the keyword density was perfect and that the deadlines and our expectations were met.
Moema Pimentel, Managing Director
Following a rebranding, this London design and creative services company wanted to create a distinct feel for their new website and brochure, using a strong copy style and tone of voice.
Louis Mariette, Hat Couturier
Caroline is an excellent copywriter. We started a new brand and needed a tone-of-voice to suit. She grasped our ideas and crafted a verbal identity that perfectly portrayed our values. I highly recommend Caroline's services especially as, being in Mauritius, we needed someone with whom we could build a good working relationship long-distance!
Herman Suhirman, Marketing Director
Developed a new tone of voice for O2, working with Lambie Nairn. O2 wanted one tone of voice that could adopt different styles depending on the target audience and channel of communication. Also wrote best practice examples for each target group.
Intelligent, expert, detailed, accurate. Caroline understands the power of language and tone of voice, adding real value with rich narrative, to all the brands we have worked on together, such as a year-long project on O2. So talented that I would prefer no one else knew about her. Especially our competitors. Please forget you’ve read any of this.
Gary Holt, Founder of SomeOne, Former Executive Director Lambie-Nairn
QinetiQ decided to translate its scientific brilliance into commercial value. Its new site needed to demonstrate the business benefits of technologies and present complex information in a straightforward manner. It had to be written for an audience of clients and potential clients and partners. Worked in conjunction with Rufus Leonard.
I have worked with Caroline for over five years on a number of branding projects. She would be the first writer I would contact to work on new projects. She is quick, efficient, reliable and always delivers good dynamic copy. She understands the needs of the client - as well as deadlines!
Melissa Davis, brand consultant and former head of content, Rufus Leonard, Author of 'More than a Name: An introduction to branding'.
Developed a tone of voice and copy style for Standard Life and rewrote all items (product brochure, application forms, letters etc) across an entire customer literature journey when at Wolff Olins. Also developed copy guidelines for their staff. Standard Life was awarded a Crystal Mark as a result.
Worked on this project closely together with client’s branding agency, Rufus Leonard. In line with speeding up the processing of passports, the UK Passport Office required a new intranet as an internal information tool and also a resource for their numerous documents. Developed copy style, best practice guidelines and a style guide for staff. Also conducted writing workshop for key personnel.
Our name (as an independent optician in Kew) is clever, witty and very memorable. It’s regularly commented upon by clients as an excellent choice of name and used in all our branding! Great work, Caroline!
Alfred Simon, owner
Was part of the naming team at Wolff Olins that came up with ‘Orange’.
West is an international brand of cigarettes; the main market being Russia. Worked on brand positioning for a new filter and developed names for it.