We’ve spent many years in the design game – about 50 yers collectively between us, and the one thing that we’ve all had to agree on (reluctantly) is that copy plays an enormous part of the process. We may even be tempted to say copy is just as crucial as the design.

Winston Churchill said that words have the power to move men. We agree. Not to be superficial, but they also have the power to move products.

Words have the power to touch the human spirit in ways that imagery alone never will. Words can inspire us to achieve wonders; they can start movements & revolutions. Words are the primary way we share ideas. Free speech is the tenant upon which societies allow themselves to move toward.

It’s for this reason that a long time ago we placed copywriting & content creation at the centre of our user experience pipeline. We don’t just design something & fill in the copy later. We don’t use Lorem Ipsum. We construct products that adhere to coherent storytelling & local flows, often directed by the writing.

Added to the mix of challenges is the average person’s online behaviour – never really reading anything as much as scanning around the page until they find something that resembles what they’re looking for. Copywriting for print quite simply doesn’t work online when people are often in a rush, haunched over a laptop or phone, have multiple tabs & applications open at once and are distracted by the happenings around them.

The content we craft is always created with this in mind.