British Gas

British Gas was one of my more consistent clients, as well as the other brands under the Centrica umbrella.

screencapture-file-Users-ohackett-watson-Documents-Local-Heroes-Final-LH-GUIDELINES-170918-4-pdf-2019-07-30-15_16_38.jpg

Local Heroes

Working closely with a Mid-Weight Designer, we brought new brand guidelines to life.

Screen Shot 2019-07-29 at 3.38.12 PM.png

Centrica

I wrote the introduction to the guidelines, the tone of voice (TOV) section, the definitions for each of the principles, and the introduction for their brand assets, ‘Dynamic Lines’ and ‘The Curve’. I also contributed to the headline copy for the business section.

screencapture-centrica-frontify-document-78-2019-07-29-15_26_52.jpg

Frontify

Frontify is a digital marketing platform for brand guidelines.

I worked with the Creative Director at Rufus Leonard to bring the Visual Identity Section to life.

My work involved reviewing the guidelines and highlighting where empathy could be improved, restructuring pages, editing the language, and highlighting key parts of the copy that could be brought to life through design.

I re-wrote ‘The Best Practice Examples’, creating a before and after for each of their communications to show other writers exactly how to apply empathy.

Screen Shot 2018-10-26 at 11.53.29.png

Writing tool

British Gas developed their own writing tool which analyses and assesses copy based on their brand’s TOV.

I pushed, tested, and gave feedback on each development.

Previous

The Gym Group: chatbot
Next

London Stock Exchange