our workFirst Direct / Helping First Direct rediscover and maintain their voice
First Direct’s minimal aesthetic and iconic tone of voice leave no room for anything other than creative excellence… We were initially approached to work with them to help articulate and define their tone of voice, and since then we’ve been applying it to campaigns across the marketing mix – digital display, social media, email, press advertising, OOH, direct mail, PPC…
To get the story straight on tone of voice, we held workshops with key stakeholders to develop a personified picture of the brand – if first direct was a person, how would that person speak…? The outputs of our workshops were used to create a set of tone of voice guidelines that everyone in the company could passionately get behind.
At the same time, we also worked with senior stakeholders on a project to help first direct reposition its brand essence in order to be better aligned with its target audience.
We workshopped with prospects and customers and then senior stakeholders, exploring strengths and territories before working with the Head of Brand and Marketing on an updated brand framework to inform the new above the line advertising campaign.
Since then, we’ve been helping to deliver the newly tightened tone of voice and brand thinking across a number of multi-channel customer and acquisition campaigns.
It’s a wonderful brand to work on – and with the nicest bunch of people you could ever wish to work with…
