While working on brand strategies and tone of voice for clients of the sustainable luxe travel company Mercator, I also devised web pages designed to convey its own responsible ethos. A diary-style blog features interviews and opinion pieces, and there is a clear, honest sustainability statement (no greenwashing!).
As the writer for Hang Up, a successful commercial gallery in London, I compile editorial designed to convey the brand’s art market knowledge and expertise. Informed by analytics and SEO and designed to be adapted for social channels, the copy is an integral part of the company’s marketing strategy.
North Face’s advertising agency asked me to create PR materials and print adverts that echoed the brand’s mantra, Never Stop Exploring. From product catalogues to glossy retellings of ambitious expeditions, it wanted a clear, contemporary tone of voice that brought Europe in line with its American division.
In collaboration with The Guardian, Sainsbury’s Bank put together an interactive microsite on life in the future. I was asked to write about travel in 2030 – when concierges could be holographic, hotels could mimic space shuttles and digital detoxes will be the most in-demand retreats du jour.
Polo Ralph Lauren commissioned several of the world’s most of-the-moment artists to customise outsized denim stars which would then be auctioned for charity, I was honoured to interview the participants and write news stories for the accompanying website. Readers could follow the works as they were exhibited across the globe prior to the auction, as well as find out more about the artists and their methodology.
Amanda Hyde 