Rolls-Royce
Reimagining and elevating the Rolls-Royce internal brand positioning
During my time at AKQA, I was proud (and stoked) to act as a brand guardian for one of their most prestigious clients.
Alongside BAU copy requests for short and long form, my work on the account included a considered re-structure of their brand positioning, aligning the tone to a more emotive, ethereal voice.
Our adjusted language conveys the vision, omnipotency and emotion behind the brand, tapping into a poetic promise of otherworldly heights in a luxury landscape.
Aligning greatness
By looking at strategic insight, Rolls-Royce ascertained that their customers (UHNWIs – ultra high net worth individuals) regarded the brand not as a lofty aspirational fantasy, but as an equal partner.
In order to realign the brand with their discerning customer base, Rolls-Royce needed to elevate their visual and verbal language, placing themselves within the same 'realm' as these customers, or as they call them, their 'Luminaries'.
Social & web writing
As part of the everyday running of the account, I helped to create tailored content for Rolls-Royce's Instagram, Facebook, Youtube and LinkedIn.
The copy is purposefully written with each channel in mind, in-keeping with the authoritative voice Rolls-Royce is known for.
Web copy for Rolls-Royce covers every aspect of the website. This includes their Art Programme, artist pages, Rolls-Royce experiences, and of course their motor car pages.
