Pixel Hero / Digital marketing
Bristol website design and e-commerce agency, Pixel Hero, needed a new tone of voice and complete website copywriting to communicate its complex offering and match its new visual branding.
The brand — more than a web agency
Pixel Hero is a boutique, Bristol-based digital marketing and website design and development agency specialising in e-commerce, brochure sites and landing pages. After a decade within the walls of larger agencies, the team has worked with BT, DHL, National Trust, AXA, Matalan, Warehouse, Lyle&Scott, JJB Sports, Cycle Surgery, The Perfume Shop, The Range and LV. The brand relaunched in March 2017 and director, Richard Edwards, called on Craig to help solve his content conundrum.
Challenge — summing up and aligning tones
Pixel Hero needed all its content rewritten in a singular, distinctive tone of voice, rather than a “mismatch of tones” and disjointed content which didn’t capture its full range of services. The agency’s work goes above and beyond most web design and development, and its previous copy was long-winded, convoluted and used a disjointed collection of voices and styles.
Delivery — restructured content, snappy headers (and testimonials)
I reworked and simplified the existing content, pulling out the brand promise and purpose; spelling out the problem and adding personality. I also interviewed some of Pixel Hero’s clients and stakeholders to nail the brand.
A word from the author — a challenging job which made me evolve
Richard made me work hard on this, which made me evolve. He challenged me to pick out the benefits from the bewildering plethora of technical features. Richard also knew his sector well. He knew what he wanted, and he didn’t accept the first or second drafts. Third time lucky. A job well done for a complex brand. Best of luck to you, Pixel Hero.
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