Challenge: Professional services giant EY leads the way when it comes to Financial Services. But the way they talked about themselves - their words and their tone of voice - was not leading. It was a far cry from the warm, engaging and dynamic personality you can see across their comms today.
I'd worked with their Marketing Director Mark Cullen on film campaigns and he felt that work captured a spirit that was missing elsewhere across the brand. So together, we set out to change that.
Solution: Starting with a series of discovery interviews with EY's senior leaders, I developed a new tone of voice and language for EY's Financial Services business. This was first used on their Global Website - on the landing and other key pages - then quickly spread to other parts of the business.
A significant part of my approach was to use compelling storytelling to bring the world of financial services to life - you'll see from the web page example here that it springboards from the idea of Einstein's curious mind as he imagined what it might feel like to ride on a beam of light.
As part of this project I also wrote the Financial Services Manifesto - a rousing piece of work that set out their stall and had a big impact on EY colleagues, helping to align them with new ways of thinking.
Impact: The impact of the work I did with Mark led to a wholesale change in the way EY talks about itself. Mark is a visionary marketing leader - and I am very proud of the role I played behind the scenes as the lead creative and writer.
One of the key phrases I invented for EY was, "No other industry touches so many lives or shapes so many futures." And if you look at their latest comms and advertising, you'll see that they still use "Shape the Future with Confidence" today as their tagline.
Role: Creative, Writer