The Copysmith

We assisted Brand Union in writing and compiling Mubadala’s communication guidance. Other guidelines that we’ve worked on have been Nokia Online Guidelines and Nokia Wiki online Guidelines for Interone Worldwide.

We worked closely with Brand Union on a corporate book for Saudi giant Al Hokair. Al Hokair represents over forty major labels in the Kingdom of Saudi Arabia, including GAP, Dorothy Perkins, La Senza, Monsoon and Accessorize.

The board wanted a book that captured the essence of their business and would break through the notoriously dull world of corporate literature.

We wrote magazine-style articles from high level documents and reports resulting in a slick, chic 180 page corporate book with the compelling feel of a glossy editorial.

Dubai Freight Services flies people and cargo to the hard places few will dare to go – and where shipments are often a matter of life and death. This hard-hitting brochure needed to talk to corporates, governments as well as military and aid-organisations in a language that was both professional, persuasive and sensitive.

We helped Genius Loci write the launch literature, including this brochure for luxury resort, Miramar. Part of the task was to come up with an engaging tone of voice which embodies the beauty and tranquility of the destination.

This brochure for urban infrastructure company, Streetscape, is aimed at town planners, developers, engineers, architects and other professionals.

Working closely with Annie at Propeller, we researched, wrote, edited and proofed this 40-page brochure.

Images can sway your emotions and sear your mind. But what about words? In this post modern age of relativism, how have words fared? Are they as slippery as some suggest? Or do they represent that most inspiring and defining idea – the truth?

With the rise of web-writing, copywriting is increasingly becoming a vehicle that delivers information well. Readers on the internet are notoriously impatient. Time poor, their eyes scan past boring, waffling copy – typically ditching badly written websites after a second or two.

There are two ways savvy businesses respond to this. They give users easy-to-navigate info-rich sites that do what they say they on the label. Or create virtual places that visit the visitor in their environment, adding to – even shaping – their digital lives.

Nowadays the consumer demands pithy, accurate messaging. And the average advertiser is looking for ways to communicate with less fluff. The climate is right for quality, honest and intelligent copywriting. So words must tell the truth and do it quickly.

Copywriters have never wielded airbrushes. And now finally stripped of last year’s superlatives and long-gone big budgets, our words are standing more stark than ever before.

The perfect opportunity, we believe, to use them for powerful, hardworking ideas.

Bath copywriters

Corporate gifting used to be an environmental nightmare, with millions of toxis pens, child-labour t-shirts and plastic frisbees being given away each year – most of them ending up in landfills. Re-sourceful.co.uk were one of the first companies to provide positive promotional gift ideas – allowing businesses to say more about their values, and have a positive impact on communities and the planet.

We wrote their website, their corporate literature – and continute to work with them on their monthly newsletters and promotions.

Our first USP is ‘Relationships’. Our name ‘The Copysmith’ fits our belief in the close, honest relationships that traditional ‘Smiths’ had with their clients. To understand what our clients are trying to say, we need to know them and their business implicitly. Once we’ve formed that bond, we focus on maintaining the relationship by serving our clients as best we can.

Our second USP is probably even more closely linked to our name. Smiths were artisans – highly inventive people relied on for their creativity and ingenuity. And we pride ourselves on delivering work that really stands out. We do the basics with pleasure, but our speciality is words that turn heads – making budgets go further with simple, clever ideas – and bold, unexpected words.

Our last USP is our experience. We were privileged to work at multi-national agencies on major accounts. The sort of people we worked with, the marketing know-how we were exposed to… has resulted in precious experience that isn’t learned very easily.

Experience, Creativity and a belief in the power of Relationships are the foundations of The Copysmith.

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Script and concepts for Nutriphase campaign for Leo Burnett, working with Adam Weber. Director of photography – AK.

Concept and copy by copysmith, James while at TEAM YR Dubai.