Global Manufacturer

Overview

The client, a ceiling solutions company formed from the merger of two brands, had struggled to unify their product offerings under a cohesive identity. The merged brand offered solutions for hospitals, nurseries, clean rooms, and other facilities requiring optimal hygiene and safety. However, product overlap created confusion, preventing customers from fully understanding the benefits, including anti-microbial properties, acoustic control, and natural light optimization.

Challenge

I needed to write copy that positioned the new Healthcare & Hygiene range as a safe and effective solution, building brand recognition in safety-first environments. It would require a strategic approach that addressed the pain points of architects, specifiers, facility managers, and end users while enhancing brand value.

Method

I developed a full suite of copy assets built on the concept of 'Safe Spaces to Work, Learn & Play'. This people-first message highlighted practical benefits while telling a compelling emotional story in a post-Covid world. The aim was to position the brand as an inclusive, innovative leader in safety and hygiene solutions.

Creative

I led the creation of written content that included personalised videos for different application settings, emphasising the theme of 'Safe Spaces'. I wrote press releases, print ads, blogs, newsletters, web pages, and social media assets. Each reinforced the brand's message of care, innovation, and ease of specification, communicating a unified message across the multi-channel campaign.

Results

The campaign successfully streamlined the product offering, making it easier for target customers to understand the benefits of the Healthcare & Hygiene range. This cohesive, multi-channel approach led to improved brand clarity and an increase in warm leads from decision-makers in targeted industries.