Opening Line

Giving voice to the walls at QC Terme spas and resorts — New York 🗽 We loved combining our naming, copywriting and transcreation chops to bring the company's wonder and fantasy-driven positioning to life across its two monumental historic buildings on Governors Island. Thanks to the team for encouraging us to break all the grammar rules and dream up new visions for the space. See more of the work over on the site and sink into the stillness: https://lnkd.in/ebde4H3r

Read this if you’re looking to: get your team on the same page, and your audience on your wavelength. For the jewellery and silversmithing industry, The Goldsmiths' Centre is synonymous with ongoing professional development. In other words, the charity plays a varied and vital role in sustaining the trade. But with so many strings to their bow, its positioning and messaging lacked clarity, leading to internal misalignment and external confusion. We partnered with the Centre to redefine their brand foundations and verbal identity, then bring it to life in their annual impact report. Dig into our process: https://lnkd.in/eS528MuD Team ✨ Strategy and Verbal ID: Zosia Swidlicka & Sarah Trounce Report Writing: Rena Varsani Project Management: Verity Morris

Want to know more about the work beneath our words? I recently had the pleasure of talking through the verbal ID we developed for Apron and Outsiders at the wonderful Right Aligned Academy. Lucky for you, they've just locked the price of all studio workshops at a mere fiver. With all proceeds reinvested straight back into the platform. So if you've been wondering how writing fits into the branding process, now's your time to shine. It's about time we dragged brand language out of the basement and into the light. Watch here: https://lnkd.in/eZWa3z9b

Kalustyan's is a New York institution. A place that, for decades, has carried those hard-to-find ingredients (and plenty of others you didn't even know you were looking for). A place that, truly, embodies the dual spirit of uniqueness and community that we wanted to express in our Faire campaign with Anyways Creative. The line "Bring your taste to the table" reflects the store's tardis-esque collection of every flavour under the sun. Its phrasing as a rallying cry connects it to Faire's wider ambition to empower communities everywhere by celebrating what makes them different. As for the descriptor there at the bottom? It zeroes in on the point of view that Faire, its retailers and the brands it carries all share in common.

Launching your new positioning in style 👌 As the world's biggest wholesale platform for small businesses, Faire is fighting against streets of sameness; celebrating the unique character of local communities instead. Our opportunity was to authentically land the new positioning by grounding it in the brand's customer and cultural impact. Joining our friends at Anyways Creative, we created a digital and OOH campaign that honed in on the brand's dual focus on uniqueness and community. Harnessing local pride and small business spirit, bold rallying cries tailored to select businesses are set alongside beautifully shot portraits of the people who power them. The campaign is now live in New York, and coming to a city near you in the coming weeks. Here's a preview of our key messages, with plenty more to come. Team: Zosia Swidlicka & Kirsten Murray Anyways: Dominic Taylor, Carol Bergin, Alfie Wheatley, Thyme Mór

When naming breeds storytelling 👌 Strategy. Naming. Tone of voice. Copywriting. What's the connective tissue between all of these things? For us, it's story. When you seek out the story at every step of the brand building process, every interaction is richer. Earlier this year, we named this Hoody "Got Your Back" to reinforce Viren's brand positioning as a supportive community for resilient women. Today, the product name's unlocking infinite storytelling moments for the brand and its products. Like this one; featuring two sisters lifting each other up, in and out of the gym. What stories are your product names telling?

How many languages does your brand speak? We recently collaborated with Koto to transcreate the distinctive character of their new tone of voice for Satispay. More than mere translation, we went deep to truly adapt the new messaging to Italian and French markets and apply the positioning to local attitudes, sensibilities, perceptions and yes, the language. Want to know exactly how we did it? The case study is up on our site now: https://lnkd.in/e29GkdbQ

Less standard. More stand-out. We recently worked with Johan van der Poel to elevate Northlane's positioning and messaging and set it up for future growth. In a category that’s stuffed to the gills with jargon, it was refreshing to land on a distinctive framework that proves the power of well-crafted argumentation in the age of AI-generated comms. 🌀 What makes Northlane the go-to-market go-to? Extensive experience. A powerful network. And the ability to see clearly when business gets complex. All this informs their recommendations and sets the direction for sustainable growth. 🌀 Why does pricing need a raise? In business, pricing is a necessity. But few see its power as a purposeful tool for growth. Northlane puts pricing front and centre, letting you finally tap its full potential. 🌀 How does Northlane turn insight into impact? When growth picks up, the way forward needs to be actionable. Northlane don't just deliver comprehensive strategies, but clear next steps. Making sure their recommendations have a long-term impact. Team Zosia Swidlicka Anikó Legner Sarah Martin Studio—Don

I have been a designer for 25 years and language is now more important than ever before. Not only can it be an incredible tool for studios but it also gives brands the opportunity to stand tall. To help you understand it's potential we will be welcoming Zosia Swidlicka from Opening Line for a brand language workshop walking you through the processes they use when working in collaboration with agencies and businesses. Book your tickets now: https://lnkd.in/e_hjX7Yh

I've had so many super talented freelance copywriters adding me on here recently. We're looking for new collaborators so please, introduce yourselves below and tell me: what are you looking to write more of this year?