Copywriting is my first passion in the field of advertising and what I would refer to as my biggest skill. I wouldn't call copywriting just thinking of witty headlines and text but also the starting point of the creative process, idea generation is something untangible, it happens.
I enjoy writing honest copy, telling a truth in a creative way, capturing the reader with wit and an easy to read tone of voice. The written word is an extension of the voice, writing in the voice of the brand or even developing that brands voice is something that I am keen to pursue and hopefully something I am good at. Formal, informal, humorous, serious; I have a strong variety and can work on all sorts of copy.
The work here is from a "young ones" brief from 2014 for Organic by John Patrick. The first thing we identified for this brand is that the pieces were very expensive for what was essentially plain clothing, however unlike other designers mark up, the reason for John Patrick's high prices were that all of his materials were organically and sustainably resourced giving a fair price to all of those involved with manufacturing. Identifying that the target audience for the brand were women who were eco-conscious, they would be concerned about where their food came from and should be equally concerned about where their clothes are from. The form of the long copy ads were chosen to provide an editorial style for the ads with an informative tone of voice. The double negatives were used to grab attention.
Art Director: Zen Roongreangsri