DELIVERABLES: Brand Story, Tone of Voice, Brand Persona, Copy Guidelines, Creative Copy, Slogans, Tag lines
Project specs:
Company: Surpas
Location: Lillesand, Norway
Customers: Pro and high-level triathletes
Price point: High
Unique selling point: Olympic-grade custom race suits
Task | Establish the brand’s voice and craft creative assets that (1) speak the language of consumers and (2) reflect the brand’s unique visual identity.
My role | Freelance Copywriter
Timeline | 6 weeks
Team | Bolden & Trimtex
One of two brand slogans. The inspiration for this was the brand’s first product, the Insane Skinsuit, which was worn by Kristian Blummenfel in 2021 for a new Ironman world record. It was from that moment that the seed for the new brand was planted.
Working in close collaboration with Amsterdam-based branding agency Bolden, I helped give the new sportswear brand a fresh and distinctive voice that resonates with consumers.
The first step was to define the brand’s audience and brand position within the sportswear industry. To better understand the brand and its culture, I interviewed the directors of brand & development and created a questionare that was filled in by staff. To complement these insights, I did market research and performed a competitor audit.
Having established the brand’s ‘who’ and ‘why’, I was able to establish the rules and principles for the tone of voice and copy guidelines.
With the tone of voice clearly defined, we moved to the second phase: creative copy. First on our list was the brand story and manifesto. Two pieces of essential content that explain the brand’s reason for being. To wrap things up I crafted two slogans (one for now and another for a second phase) and a collection of 10 creative tag lines to be used in rotation on the website, product tags and packaging, event banners, and social media posts.
Brand Manifesto
The goal of the manifesto was to express the brand’s passion for triathlon and evoke the emotions of its like-minded consumers.
Brand Story
The brand story was written for the website, with an entry point and an ‘about page’ that is broken down into 4 main sub-sections. The copy is catchy and concise and explains the ‘why’ of the brand in evocative yet relatable terms.
