Simon Townley Copywriting

Tag: portfolio

  • Branding Bezier

    Some years ago – when print still ruled the roost and the web was in its infancy – I created a name for a large printing company that in one stroke delivered the basis of an entire brand.

    I was one of many copywriters asked to come up with a name for a major new print firm, formed from an amalgamation of five companies. Knowing that one of the main audiences was graphic designers, I put forward the name Bezier.

    It’s distinctive, but it’s also more than just a name. A Bezier curve (as used by designers in applications such as Adobe Illustrator) is “the smoothest line between a series of points.” It was ideal for a company which wanted to emphasise the quality of its service, not just its printing.

    From one word an identity was created that perfectly expressed the company’s philosophy and  ethos.

    Which shows it’s sometimes worth making the effort to come up with precisely the right word.

    Bezier

  • Website and welcome pack for Tesco Mobile

    The Tesco Mobile brand makes a promise – one of clear pricing and information, so that you always know where you stand. No confusion marketing here.

    Every word of every sentence has to keep this promise. Any lapse in clarity and precision could lose a customer’s trust.

    The challenge was to pack in enough information so that prospects could make a buying decision and customers can make best use of the service, even though space was extremely limited.

    CopyforTescoMobile002

  • Copywriting for vBulletin website

    vBulletin is the world’s leading internet forum software package. If you’ve ever used forum sites on the web, then you’ve probably enjoyed the ease of use and functionality of their software.

    When they were revamping their own website, they asked me to take a look at the copy. I edited their text where necessary, created new copy where it was needed, and generally tidied things up, making sure the main messages came through loud and clear.

    I also created a long and detailed FAQ for the site, which again had to be crystal clear and helpful.

    They proved to be one of my favourite clients for a number of reasons: they were really easy to deal with; everything got done with the minimum of fuss; and they paid me for the work within days (yes days!) of getting the invoice.

  • Brochure writing and email marketing for Dell Professional Services

    Dell is best known for affordable computer hardware. But the company also provides IT consultancy under the brand “Dell Professional Services.”

    The company needed to explain its relatively new offering to the target audience, and position itself as the cost-effective and reliable choice.

    I was asked to create the copy for a brochure and a number of email “e-blasts” designed to create awareness and generate leads for the sales teams. (more…)

  • Report writing for recycling agency WRAP

    The Waste & Resources Action Programme (WRAP) is a government agency that helps individuals, businesses and local authorities to reduce waste and increase recycling. The aim is the make better use of resources and help tackle climate change.

    I was asked to help create readable and compelling executive summaries of two very long, very technical reports on the viability and future of mixed plastics recycling. One of the reports was concerned with how to collect and separate mixed plastics. The second focused on the commercial viability of recycling the materials. (more…)

  • Quaggy River leaflet for the Environment Agency

    A case study to communicate the benefits of a river restoration

    The wonderfully-named Quaggy River runs through part of South-East London, including the boroughs of Bromley, Greenwich and Lewisham. The river regularly flooded, due to development on the flood plain, and the Environment Agency had carried out a huge amount of restoration work. The aim was to alleviate flooding and restore the river as an amenity for local people. (more…)

  • Website copywriting for satellite communications firm Paradigm

    I was asked to write a website for Paradigm, a company that provides military grade satellite communications, primarily to the UK armed forces.

    Paradigm is the prime contractor for the Skynet 5 contract with the UK Ministry of Defence, valued at £3.6bn. The programme provides mobile voice, video, internet and broadcast communications for the UK armed forces, as well as a range of other Government departments and agencies.

    The website has a wide range of audiences, all of which needed to be taken into account. These included the UK Ministry of Defence; potential overseas clients (such as the armed forces of other NATO members); potential UK clients (such as the police and similar agencies); as well as individual members of the armed forces and their relatives.

    This last group was especially important, as Paradigm provides a range of services which are vital to service personnel who are posted overseas – including access to email and the internet.

    The website copy needed to clear and succinct, but factually accurate at all times, as well as informative and compelling. It also needed to clearly explain technologies and funding arrangements that are, at times, highly complex and sophisticated.

    You can see the results here.