Ellie Hubble Senior Copywriter

ABOUT

The brief:
To rebrand Article Ten to be more reflective of the people and work that make the agency unique.

The approach:
Working closely in a partnership with the design lead, we started this project by immersing ourselves in research, looking at agencies and brands who were doing things that might inspire us. In tandem with this, we held multiple internal meetings to discuss what was wanted and needed from our collateral, new guidelines, website etc., so that we could build a cohesive strategy. For the website, I looked at what made an 'About us' page or 'Meet the team' special, how hundreds of different organisations were writing about themselves, and worked to analyse the methodology behind the most intriguing sites. Once the strategy was in place, I undertook the mammoth task of developing a unique tone of voice, writing all the site copy in line with SEO practices and getting internal stakeholders on board. As with any ambitious internal project, an entire rebrand was a highly personal undertaking for the individuals that make up the Article Ten team. So one of the most important things for me was to keep everyone in the loop as much as possible about what we were doing and get information from the right people at regular intervals. I've never worked on a project that has had so many drafts and changes, but ultimately, I'm really proud of the work we produced as a team.

The result:
A new tone of voice and look and feel (complete with shiny new brand guidelines) alongside new values, a manifesto and loads more there isn't space to list here. The informative and authentic site has garnered a huge amount of interest and leads since it went live. And as a 'softer' result, we have a brand that the team are keen to share and show off. I'm especially happy that I managed to get 40-something individual and info-heavy service pages across the line (several months in the making!)

MADEIT CREDITS

  • Article TenClient

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