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https://www.oliverhackettwatson.co.uk/morale daily 0.75 2016-03-10 https://images.squarespace-cdn.com/content/v1/563bdd38e4b0283238934c89/1452703235511-ICK6K56XYNMW587G3U6D/main.jpg Centrica https://images.squarespace-cdn.com/content/v1/563bdd38e4b0283238934c89/1452703233250-IM5BFXP1MAIXWP6BDQM8/relax.jpg Centrica https://images.squarespace-cdn.com/content/v1/563bdd38e4b0283238934c89/1452703235173-J8VISCZ1CRJIS9GD40K9/work.jpg Centrica - The result was a six-piece collection of motivational words that, for me, hold a lot of meaning. https://images.squarespace-cdn.com/content/v1/563bdd38e4b0283238934c89/1452703234323-7H1DDQUVRD9GBFVJNMQX/tone.jpg Centrica https://images.squarespace-cdn.com/content/v1/563bdd38e4b0283238934c89/1452703231449-OX10SZHWJMNCP33LPG7P/create.jpg Centrica https://images.squarespace-cdn.com/content/v1/563bdd38e4b0283238934c89/1452703232145-5IIRH99I5BE7J0EK2MQY/laugh.jpg Centrica https://www.oliverhackettwatson.co.uk/ethics-review daily 0.75 2016-03-23 https://images.squarespace-cdn.com/content/v1/563bdd38e4b0283238934c89/1453307629720-VXU62V9OYQD7Z46LI3F0/main.jpg esure & Sheila's Wheels https://images.squarespace-cdn.com/content/v1/563bdd38e4b0283238934c89/1453307627107-0QLYI4VGN9ZHH3XPAYO2/close-landscape.jpg esure & Sheila's Wheels - Students often stick tabs in a book to bring attention to certain passages, but in this case, the tabs are used to avoid the material. https://images.squarespace-cdn.com/content/v1/563bdd38e4b0283238934c89/1453307627024-3PESQO49EK5MEB2WGK2U/close-portrait.jpg esure & Sheila's Wheels https://images.squarespace-cdn.com/content/v1/563bdd38e4b0283238934c89/1453229235157-DT7832199KLB1P9CB8N8/close-portrait-2.jpg esure & Sheila's Wheels https://www.oliverhackettwatson.co.uk/decode-creative-inheritance daily 0.75 2019-07-05 https://images.squarespace-cdn.com/content/v1/563bdd38e4b0283238934c89/1452641268445-1EZXRIKSUZJGGHHHHBK4/illo-square-head.jpg Hyperopitic Pitch 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https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/46961e7d-2f1d-4f02-97d3-4752c41293d6/IVR+-+Landing+Page+-+1443.png In house - IVR deflection We ran a test to measure the effectiveness of signing in to our change package page using IVR (Interactive voice response) when they phoned. Comparing a hard and soft deflection. Hard deflection customers still needed to sign in, while soft deflection automatically did this. What we found confirmed our assumption. Customers were more likely to change their package through a soft deflection. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/56c98908-0dff-46c4-a7fd-9b8caddb286b/BPO+with+TLD+2024.jpg In house - Best price online We worked with CRO to test variations of banner copy for Sky Cinema deals. Searching for the most compelling design for customer to explore our offers online, rather than calling in and negotiating with our agents. User research found those that led with active or personal copy ‘Save’ and ‘Your’ performed better. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/2d505424-694e-46d1-ad0e-7967f6dcd48f/Change+my+Package+-+O2+SIM+.png In house - Black friday Writing the messaging hierarchy, I was the point of contact for all teams using Black Friday content, liaising with all POs and designers. Using clear, deal led copy, the intensity of the messages increased to match the escalating deals as we moved through the campaign. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721141899073-FWGS36FXKQBFPL10UFX2/Cancellation+-+Desktop-1.jpeg In house - Cancellation After much research we re-designed our cancellation journey. Ensuring a balance of helping a customer cancel while informing them of what will happen to their account, and what they will need to do if they confirm. The challenge was condensing the information into a palatable form without prolonging the inevitable, injecting enough emotion in the hope that they return. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/e8fad612-4a0d-439a-a6d1-0e5efdf01b77/Help+-+defaults.jpeg In house - Clean and minimal I think there’s confidence in a minimal style. Making any page easy to read and navigate should be the top priority. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721209685828-HMUQ1SA5TODVPZC7B3W4/FMC+Product+Hub+-+O2.png In house https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721209686983-S2KLQ05VB7H5S6SF5DXX/FMC+Product+Hub+-+VM.png In house https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721826319949-0ZTHQSY2NSVHM040GWPK/FMC+VM+-+unpaid.jpeg In house https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721826320381-7NGSIAL5XFOU5Q0IGIV6/FMC+O2+bill+-+unpaid.jpeg In house https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721826321182-XCI1QNV8UK7HGPC57M52/FMC+VM+bill.jpeg In house https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721826321603-HHQJS1VU7HTHEWMPXQ3W/FMC+O2+bill.jpeg In house https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/8e8e8a83-cf8e-4399-900c-f48d3680e1d7/Global+error+handling.jpeg In house - Find the moments Error messages and loading pages are where brands can amplify their tone. They should inform and alleviate any frustration. For general errors I injected humour with a solution without exacerbating the problem. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721815891790-N7NN5UXEP4INT1HUXYWC/FMC+-+O2+product+hub+-+bill+due-2.png In house https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721815891892-QZILEC3YRX3CLLC7YEJW/FMC+-+O2+product+hub+-+bill+due-3.png In house https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/11d5034c-1b50-4c88-98a9-044a9d990f2e/Dashboard+-+defaults.jpeg In house - MyVM Bringing Virgin Media and O2 into one app so users can check their bills, find and fix any service or account issues, check their data usage, explore offers on products, and access Priority. Giving the app a clean, accessible, and minimalist design, I used the two TOVs to write precise language – injecting more personality when possible. In seven months we’ve created a working prototype from scratch and are close to our MVP. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721817811158-KG1V0XK97RWBWP0SGVSX/UkraineCrisis_VMO2-Site-Header.jpg In house https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721818085207-ZMQAXTX9XZ0J0TGX8K29/unsplash-image-ISCDAxCEbPM.jpg In house https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721818437294-ZYS9WL3V6X8BT3JH6GQN/unsplash-image-HyyHIYz_l0A.jpg In house https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721819502642-DTEYT34WDVMP8M3KSNTY/unsplash-image-0sihmMSmnoE.jpg In house https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721819673113-07QYL6XJCHUSAQ0E28G4/unsplash-image-9e9PD9blAto.jpg In house https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721820601075-W03XAEO2RQUJEPD0NJA2/unsplash-image-1iRQsLuXAr8.jpg In house https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721835733784-EMBTSUE25YSJZEY4N0T5/unsplash-image-UF3vfhV04SA.jpg In house https://www.oliverhackettwatson.co.uk/rufus-leonard-1 daily 0.75 2024-07-25 https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1563462137512-IY8VWNTHYD2B4EPGFMV0/Rufus_The-Gym-Group-case-study_MN1.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564499328885-OR2OC7MRBL976CD588NX/tfbdFk8w_400x400.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/6f820438-b360-4b52-abf2-e0b66f6b8a5a/Screenshot+2019-07-18+at+15.32.31.png Agency Wherever possible, we re-wrote the answers from the FAQ page to fit within a 200 character for mobile – starting with the most frequently asked questions. For longer step-by-step responses, we explored accessibility and dialling up the brand’s voice by injecting a short phrase or line at the start of end of each response to help engagement. Finally, we uploaded all our content into a QnA Maker as one source for UX, copy and development, and paired each version of the question to the response. . https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564668241650-BAB9IB3WQZ8VL80EEPBC/Capture03.JPG Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1563533371482-Q3CZKF9P6UEXF56WRXKS/TGG+Digital+Award.jpeg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564668845495-OK0EM90QK651G6TOS573/Screen+Shot+2018-08-07+at+10.55.11.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564668845305-MH8S322U4HOK42UV1HZ8/Screen+Shot+2018-08-07+at+10.55.21.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564668847067-SSMR2JL1IBMUUVCGW6AB/Screen+Shot+2018-08-07+at+10.55.39.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564668845934-3RRENFK2QIV4UPLJZ37J/Screen+Shot+2018-08-07+at+10.55.48.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564668846147-9K0SYGB3QSJPROVY2F3H/Screen+Shot+2018-08-07+at+10.56.07.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564668846588-8QPD2Z09UNA8XPG068VX/Screen+Shot+2018-08-07+at+10.56.28.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564499328885-OR2OC7MRBL976CD588NX/tfbdFk8w_400x400.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/ed8f88e1-cd6d-4fa3-9548-809841daa941/Join%2Bjourney%2B-%2Bconfirmation%2Bdesktop.jpg Agency - User’s profile page: the welcome message in the member’s area. Make it stand out User’s profile pages: the welcome message in the member’s area. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1563462137512-IY8VWNTHYD2B4EPGFMV0/Rufus_The-Gym-Group-case-study_MN1.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564055443864-FZGFBZ2CFTK41U2VEHRG/TGG+Digital+Award.jpeg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721055514389-8LC01KZ7PYXSNUNVGUQI/05%2BFitQuest%2BV1%2B-%2BGoal%2BSet%2BA%2B-%2BD.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721055514622-1B9UO9SKVM9WM50ORK6L/01%2BFitQuest%2BV1%2B-%2BNot%2Btaken%2B-%2BD.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1721055516281-WP96PMBSFN8GTKOZ6FQG/03%2BFitQuest%2BV1%2B-%2BGoal%2BJourney%2BB.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1563544098587-SB0W4R3V6UBHZR734JNV/royal-mail_blog-feature-860x354.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564416943578-2B113PYBSN6OVKOPWHH4/screencapture-shop-royalmail-100-x-1st-class-up-to-100g-c5-envelopes-2019-07-29-17_15_53.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564416976081-5KCUTS6T5QNE04MBZBWO/screencapture-shop-royalmail-special-stamp-issues-christmas-2018-madonna-child-2nd-class-half-sheet-25-stamps-2019-07-29-17_14_38.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564417521525-H45KCCJ5PE09V1WF60DN/screencapture-shop-royalmail-2017-stamps-yearbook-2019-07-29-17_18_31.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564417539474-RZH3P3OA64S9SXYFDD9N/screencapture-shop-royalmail-pack-of-5-c3-special-delivery-guaranteed-by-1pm-envelopes-2019-07-29-17_20_04.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564411060481-UUDYE0KCKCOH3B8YKZDM/Screen+Shot+2019-07-29+at+3.38.12+PM.png Agency - Centrica I worked with the Lead Designer and Lead Copywriter to write the introduction to the guidelines, the introduction to the TOV section, the definitions for each of the principles, and the introductory copy for their devices the ‘Dynamic Lines’ and ‘The Curve’. I also contributed to the headline copy for the business section. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564497273916-0TCDPAKHLI1YM1UE3Z9T/screencapture-centrica-frontify-document-78-2019-07-29-15_26_52.jpg Agency - Frontify A digital marketing platform for brand guidelines. I worked on phase two with the Creative Director and Lead Copywriter at Rufus Leonard. Together we brought the Visual Identity Section to life. My role 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 live through design. Working with the British Gas team 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. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564496979247-F37GYUUPBZXHW56L5JKC/british-gas-banner.png Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564496328969-7DGZWX1ME4L9OTL345NE/screencapture-file-Users-ohackett-watson-Documents-Local-Heroes-Final-LH-GUIDELINES-170918-4-pdf-2019-07-30-15_16_38.jpg Agency - Local Heroes This brand toolkit was the first set of guidelines I contributed to. Working closely with a Mid-Weight Designer we brought the project to completion. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564496748333-FOUZY2V8SZ8TQAA2U6MD/Screen+Shot+2018-10-26+at+11.53.29.png Agency - Writing tool British Gas developed their own writing tool which analyses and assess copy based on their brand’s TOV. My role was to push and test it with each new development. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1594804916242-BNQF39IASQA7EP5AT1PN/email.jpg Agency https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564500409259-7AGNC2QIPAA56R3ELION/image-asset.jpeg Agency - Blog This includes: ‘Brands on Snapchat’, ‘The Importance of Microcopy in Brand Experiences’ and, ‘The Language of Men’s Mental Health.’ I also proofread and ghost wrote for senior members of the agency. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1568717275257-BTA8V2GHRKJ33G58K056/image-asset.jpeg Agency - Award entries Worked with the marketing team for the Transform Awards, DXA and The Drum. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1564499872813-VPQ9U5IHNKZ7ZKXBRQNY/image-asset.jpeg Agency - Case studies Showcasing the agency’s work following the format ‘The Challenge’, ‘Our Visionary Thinking’ and ‘Our Detailed Doing’. I wrote ones for Accenture, AVIVA, Fight For Sight, IHG and British Red Cross. https://images.squarespace-cdn.com/content/v1/5d1dc37d2a7a5a00010accfd/1594805389496-LEFSET2TIOZ406OUWYMZ/Ru+Vice+Summer+Party+2019+-page-003.jpg Agency - Culture cubs Rufus Leonard’s social side. I was an active member of the society and worked with designers to bring the social events like our 2019 summer party to life. 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