Talking the talk
The first step was to work on the brand’s messaging and voice strategy. In the past some of Williamsburg’s communication was inconsistent and there was a clear gap between the voice envisioned by the owners and the one projected by their previous creative agency.
With some research it was clear that communication that wasn’t sales oriented resonated the best with Williamsburg’s audience.
Williamsburg’s voice is relatable above all. They speak on the same level as their customer base, down to earth, relaxed and even sometimes a bit edgy and innapropriate.
To ensure it was possible for others beyond the creative director to reproduce Williamsburg’s unique voice and use the right messaging I developed a framework to guide future designers, content creators and marketers how to walk and talk like Williamsburg. This included not only a guide on what Williamsburg's voice and tone was but their brand pillars.
Thanks to this this system and framework not only was I able to write content and marketing copy for The Burg but also ended up naming some menu items.