The essence of communication.
There's too much waffle in the world. As a creative agency specialising in words we concentrate on them - what they mean, how they communicate, what they sound like, where they come from, what they look like - how they combine to make meaning.
Whether it's content, strategy, storytelling, an article, name, press ad or strapline,
we analyse what's at the heart of a brand, a product or an organisation,
to distill the essence, give it substance and communicate it better.
We love words - they shape our world.
Explore some ideas with us.
- 3INA /
- BP /
- Brussels Airlines /
- Desperados /
- Grosvenor /
- iCandy /
- Lacoste /
- Loewe /
- Marriott /
- MINI /
- Noble Caledonia /
- Porter Airlines /
- Prada /
- Soho House /
- Stella McCartney /
- The New York Times /
- Tom's Pies /
- Vivienne Westwood /
- Well Pharmacy /
WORK
3INA
/
For award-winning cosmetics brand 3INA, founded with a passion to create real, accessible beauty, we created communications for the global launch of a new charity lipstick – including naming the product, a product tagline, a product description and social media.
WORK
BP
/
For BP and ?What If! Innovation we recently wrote about BP's ambitions for a low carbon future. As part of the petroleum giant's drive to deliver cleaner, more efficient mobility, we wrote two customer brochures about BP's trialling of new and cutting-edge EV charging technology. ©?WhatIf!
Mobility copywriting
Customer leaflet
WORK
Brussels Airlines
/
We've been travel writing for Brussels Airlines' magazine for a number of years, visiting destinations as far-flung as Benin, on an exploration into the heart of voodoo, Berlin, for a tour of the city by Strassenbahn, and to the rolling vineyards of Portugal's Douro Valley.
Travel writing
Custom publishing
Travel journalism
WORK
Desperados
/
For Desperados and VICE, we created a 30-second radio advertisement for Kiss, Heart and other leading stations, as part of Desperados' 'Reclaim the Party' campaign. Spurring potential partygoers to win some summer festival action, the ad was scripted to grab attention, and hold attention – while placing this iconic tequila-cum-beer brand at the heart of party culture.
Radio advertisement
Beverage copywriting
Advertising
WORK
Grosvenor
/
For Grosvenor and Winkreative, we wrote the copy for Grosvenor's Mayfair & Belgravia website, reviewing shops and restaurants and interviewing local characters including Pimlico antiques aficionado Will Fisher and Poilane's oldest and longest serving baker. We also did the naming of Mayfair & Belgravia's online magazine. ©Winkreative
Naming
Branded content
web content
WORK
iCandy
/
We developed a new tone of voice and wrote all the copy for iCandy's 2018/19 printed communications – introducing its innovative range of pushchairs, bags and nursery accessories, while interviewing parents, designers and technologists and writing features for an iCandy magazine.
Branded content
Custom publishing
Tone of voice
WORK
Lacoste
/
We created copy for Lacoste Footwear's SS18 campaign, including taglines, a series of consumer and trade releases, press mailers and catalogue copy. Charting the rise of an icon while refocusing Lacoste's offering for the future, our words encapsulated the brand's contemporary mindset and irrepressible sporting spirit.
Fashion copywriting
Branded content
Tone of voice
WORK
Loewe
/
During a three-month assignment for Loewe, we created copy for a new website, product descriptions, social media and communications for new collections — celebrating the house's longstanding dedication to craft, while exploring how a 175-year old collective leather workshop has evolved into one of the most respected, pioneering luxury brands of the modern day. ©Loewe
Fashion copywriting
Website content
Luxury copywriting
WORK
Marriott
/
For Marriott and Siskin Agency, we created copy for a beautiful new brand brochure. Exploring the 40 boutique hotels that come under Marriott's Tribute Portfolio, this brochure was colourful, characterful and quirky — just like the hotels themselves.
©Siskin
Custom publishing
Travel copywriting
Branded content
WORK
MINI
/
For MINI and Winkreative, we edited and created words for MINI's brand magazine The MINI International - a road-trip-style romp around the globe. Travelling everywhere from LA to Catagna to Casablaca in a MINI, this three-year project was as multifarious and energetic as the car it celebrates. ©Winkreative
Automotive copywriting
Brand magazine
Custom publishing
WORK
Noble Caledonia
/
We wrote a sponsored Sunday Times supplement for the cruise company Noble Caledonia, charting its voyages from the central Chilean coast up to Iquique, Arica, the Isla Ballestas and Lima, or from Santiago to the Falklands, Cape Horn and the Chilean Fjords. Combining compelling travel journalism with a distinct Noble Caledonia tone of voice, this supplement uncovered the very best in luxury, small-ship cruising.
Luxury copywriting
Travel journalism
Custom publishing
WORK
Porter Airlines
/
We edited re:porter, the in-flight magazine for Canada's Porter Airlines for three years — written and designed to reflect the unique, playful nature of the Porter experience. Travelling all over North America to cover stories and craft content, from Thunder Bay to Ottawa, Windsor or Washington, this project was all about putting charm back in travel and delivering on Porter's promise of 'flying refined'. ©Winkreative
Custom publishing
Travel journalism
Magazines
WORK
Prada
/
For Prada and DJA agency we created social media content for Prada's FW18 'Prada Neon Dream' campaign — creating Intagram-worthy words to document model Amanda Murphy's ethereal night in Sin City, and to compliment the campaign's seductive, neon-splashed imagery. ©DJA
WORK
Soho House
/
For Soho House's quarterly House magazine we've written on everything from urban farming in Brooklyn to the typographic heritage of Berlin, shedding new light on Soho House's numerous destinations through in-depth interviews and the telling of memorable stories.
Custom publishing
Luxury copywriting
Brand magazine
WORK
Stella McCartney
/
We created garment labels for Stella McCartney's new Bond Street store, exploring the designer's commitment to sustainability and very British take on modern femininity. From faux-snakeskin fabrics to vegan leathers made from recycled plastic bottles, these lively little 100-word stories explored how fashion can be ethical as well as beautiful.
Fashion copywriting
Product descriptions
Garment labels
WORK
The New York Times
/
Drawing on the authority and innovation of The New York Times, T Brand Studio, its in-house agency, helps brands ignite dialogues and tell powerful stories. For T Brand, we've crafted content for clients ranging from the luxury watchmaker Audemars Piguet, to The Index Project, founder of world's biggest design award.
©T Brand Studio
Branded content
Native advertising
Luxury copywriting
WORK
Tom's Pies
/
Tom's Pies stands for honesty, quality and artisan taste, with each pie lovingly handmade in Devon using only the finest, freshest ingredients. For this multi-award-winning British pie company we created straplines, web copy and a memorable tone of voice, and did the naming for its delicious range of pies and tarts.
Naming
Food and drink copywriting
Tone of voice
WORK
Vivienne Westwood
/
We interviewed Vivienne Westwood and wrote about her beautiful range of bespoke rugs for The Rug Company, exploring how she stands alone in the fashion landscape for her playful mixing of fabrics, bold use of print and colour and unorthodox approach to traditionalism.
Fashion copywriting
Branded content
Luxury copywriting
WORK
Well Pharmacy
/
For Well Pharmacy and Studio Koto we created a new tone of voice, in-store messaging and fresh content for the Well website, bringing this mainstay of the British high street to new life, in accompaniment to Koto's brilliant re-brand. ©Koto
Tone of voice
Website content
Helath copywriting
WORK
Westbank & Kengo Kuma
/
For Westbank Corp and Winkreative we did the naming for two new building developments in Tokyo, both designed by the globally acclaimed architect Kengo Kuma. The Kita is a soft, subtle work of art in the neighbourhood of Kitasando, and The Mayu a striking new addition to the city skyline in Akasaka. ©Winkreative
Naming
Custom publishing
Architecture copywriting
WORK
Y.CO
/
For Y.CO and its longtime partner Pixie Agency, we developed a new Y.CO brand language designed to stand proud in the superyacht landscape, bringing Y.CO's inimitable energy to life in words, as it is already on the water. ©Pixie
Tone of voice
Luxury copywriting
From 1 to 100,000 words,
here are some of the things we create.
- 1-2 words: names
- 3-10 words: straplines
- 20 words: social media posts
- 70 words: press or radio ads
- 150 words: brand positioning statements
- 200 words: case studies
- 250 words: press releases
- 400 words: blog posts
- 1,000 words: tone of voice documents
- 2,000 words: strategy documents
- 5,000 words: websites
- 10,000 words: brochures
- 15,000 words: magazines
- 100,000 words: books
Substance Studio
