Ellie Hubble Senior Creative Copywriter


The brief:
To completely rewrite and transform the Article Ten website to be more reflective of the people and work that make our company unique.

The approach:
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 website, so that we could build a page structure that would work for multiple purposes. 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 and getting internal stakeholders on board with content-related ideas. As with any ambitious internal project, a new website was a highly personal undertaking for the 50+ people 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 proud of the work we produced as a team.

The result:
A stylish, minimalist and authentic site that has garnered a huge amount of interest and leads since it went live. And as a 'softer' result, a site that my colleagues and I are keen to share and show off. I'm especially happy that we managed to get the case studies across the line (several months in the making for just a few hundred words of copy!) and the new tagline I came up with - 'Never the same old story'.

Date created: January 2019 2019-01-01T00:00:00+0000
Date published: 19 January 2019 2019-01-19T18:30:25+0000


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