Copy Writing

  • Gabriella Rose May
“It's my pleasure to introduce you to the South Kensington Club, an innovative private members' club, inspired by a spirit of adventure and a multicultural perspective. A place for you to feel at home, enjoy the surroundings, the limitless potential to explore and expand your horizons, whilst benefiting from the state of the art facilities.” – Gabriella May

Discovering a tone of voice for a brand will come down to a simple set of brand values which you should find in the company’s Brand Bible. This document is a reference and guide for how the company should be portrayed to the public and will run throughout the company’s social media, email marketing, website and PR/Marketing collateral.

Using a consistent and distinct tone can help clients and customers identify with a brand and create an association with what the brand stands for. To create the guidelines for text and tone, firstly think about words that should be connected to your brand, in this case – adventure, discovery, exclusivity, luxury, self-care. Now use these as the outline for your rules.

For this project the tone had to be familiar and personalised for an email marketing campaign going out to potential clients, friends and family from similar private members clubs. The Club draws on ancient rituals from around the world to promote fitness, health and the spirit of discovery which needed to be communicated in a modern and effective way.