Type of content
Content guides for editorial copywriters and creative teams.
Sector
Home improvement
The brief
Velux has been undergoing a change of marketing strategy – from a functional brand that provides traditional roof windows to one that connects with consumers on an emotional level.
The in-house team wanted to create content guidelines for editorial copywriters working on a new digital magazine, plus story production guidelines for photographers, videographers and stylists. The aim was to ensure consistent brand messaging across all touch points and give inspiring homeowner stories the same look and feel.
The role
Copywriter – assisting a content marketing strategist and senior content project manager.
The challenge
My first project was to review content guidelines written for editorial copywriters in the UK – from grammar, language, punctuation and style, to ensuring alignment with tone of voice, creative guidelines and Velux’s brand book. Content guidelines had originally been written by Danish writers, so I gave the copy light edits and rewrites as nuances in language and phrases weren’t quite right for UK consumer audiences.
My second project was writing story production guidelines for creative teams and crews to help them create strong visuals. For this, I deciphered copy and technical info written by a Danish creative agency and rewrote it for UK freelancers – my experience working closely with creative teams came in very useful while writing the copy in a relatable way.
