Challenges and Goals

We were approached by parent company Maverick Concepts to create brand voice guidelines for Artizin, their new line of eco-conscious acoustic products. Their internal marketing department had created clear guidelines for their visual identity, but they were looking to bring in a copywriter to establish their verbal identity. 

Phase One: Brand Voice Guidelines

Since Artizin was a new product line, we focused our work with the firm’s founding partners, their Vice President of Innovation & Marketing, and Creative Director on raising brand awareness. Together we created a comprehensive plan that included their Core Brand Identity — mission statement, vision statement, and core values — as well as Verbal Guidelines — tagline, positioning statements, voice and tone, grammar, and key terminology — and Content Guidelines — which would serve as a framework for a separate agency who would be handling execution. Once we finalized guide, we kicked off phase two of the project.

Phase Two: Website Copy

In phase one we established that the Artizin website would serve as both a point of discovery and a place for warm leads and return clients to learn more about the brand’s latest offerings. With our goal of raising brand awareness in mind, we set a tone that is engaging, educational, and inspirational with soft calls to action that invite visitors to reach out without sounding “sales-y.” Throughout the process we revisited their ideal client profile and positioning statement to create search engine-friendly content and ensure an on-brand experience for visitors to the website regardless of their entry point. 

How Our Service Helped

Our brand voice guidelines will serve as a North Star for this innovative new brand as they build their audience. In addition to streamlining all content creation, the wording in our guide can be used in social media and email marketing, sales team communications, pitch decks and presentations, as well as onboarding materials.

Results

Launching a new product offers a unique opportunity to ensure that everyone on your team is in alignment before you roll it out to your audience. By creating verbal guidelines we’ve ensured that all departments have the same understanding of the product and the value it provides as well as key messages and clearly worded product benefits. The brand voice guidelines will enable the Artizin team to communicate with clients in a more efficient and meaningful way. The wording on the website will complete the loop, offering a cohesive experience “from stem to stern” as the team likes to say.

Future Plans

Artizin is set to launch late fall 2022. We are excited to continue working with them on strategy and content.