“What this campaign and identity achieve is to say to creatives “We are on your side” while giving [Format’s] in-house team a fun foundation to work from and establish a more defined presence for the company.”

- Armin Vit, Editor, Brand New.

FORMAT: REBRAND & TONE OF VOICE

Launching a new visual and verbal identity for Format, the portfolio creator specifically for designers, illustrators and photographers. Designed and developed for the creative world because, quite frankly, other builders simply aren’t good enough for it.

The concept and tone follows this thinking and reflects the personality of creatives themselves. A youthful vibrancy injected with a “Twinge of arrogance” in the copy gives this new brand a compelling difference that empathises with the designer.

Freelance Copywriting Work - Format Brand Language - Header

SPEAKING TO DESIGNERS

Collaborating with a visual artist to build a creative vibrancy that shouts design, getting under the skin of the audience.

Freelance Copywriting Work - Format Tone of Voice - Posters

TWINGE OF ARROGANCE

Crafting a surprising brand language that connects with creatives in an authentic and delightful manner.

 

Freelance Copywriting Work - Format Web Copy - Home Page

“Being an inspiring artist is both a noble pursuit and prestigious accomplishment. Our new slogan—Few Can Do What You Do—is about acknowledging this greatness; the greatness of those who have chosen to pursue their dreams by working in a creative industry. We want to empower visual artists, celebrate their uniqueness and help them succeed.”

- Lukas Dryja, CEO, Format

Freelance Copywriting Work - Format Web Copy - Multi Page

A SLICK CADENCE

Each individual piece of web copy goes beyond message to mirror the smooth, simple experience of using Format.

 

 

 

 

Looking for intelligent verbal identity and tone of voice development?

Please leave your name and email below and we'll get back to you to discuss.

 

THOUGHTFUL BRANDING

Von Restorff effect

Creating a style that surprises and delights to ensure the brand is most memorable in the market.

Self-Reference Effect

Setting empathy and relevance right at the heart of the copy to further improve brand recall.

Parataxis

Short, simple, independent clauses in the web copy allow a natural, fast-paced rhythm to connect ideas.

Parallelism

Repeating a similar structure to create symmetry in the writing, helping the message stand out.