Dog food startup gets joyful
Defined the tone of voice. Trained a team of fifty. Lead a team of five. Wrote everything.
Tone of voice
Brand strategy
Creative direction
Training
Writing
Cuddling dogs
First I worked with the CMO and stakeholders to define the brand language for the rebrand in 2017, then trained 50 people on the tails.com tone of voice.
I wrote all copy for the website, advertising campaigns, video scripts, printed materials and packaging. Everything had a sharp focus on direct response and sales. Work included a full-page ad for the Guardian, and scripting a TV ad for a nationwide campaign.
I joined full time in 2018 to lead the creative team. I was responsible for top-level strategic direction and brand positioning, right through to creative execution – convincing more customers than ever before to try tails.com.
I cuddled a lot of the office dogs too.
“Galen blew us away with his writing talents – and more than that, his passion, loyalty, commitment and support. He’s helped create our brand, he’s been a huge part of defining how we sound, and how it feels to be a tails.com customer.”
Miranda Cresswell, CMO at tails.com