Equippd 2018-ongoing
strategic storytelling | copywriting | content writing
tone of voice/brand strategy
How the hell do you explain the intricacies of automated home technology without sounding like you're a) talking another language and b) total geeks?! By using simple, clear, jargon-free lingo with a friendly and professional-but-with-personality tone of voice. That was the goal for Charlie and Matt, co-founders of smart home tech brand Equippd (and one of my fave clients), when they commissioned me to write copy for their new website. I have been working with Equippd on social for three years, and have nailed their design-conscious tone of voice through my work on their Instagram feed (racking up over 2,000 followers). Now we needed to combine this aspirational vibe with clear language to explain Equippd's services and process to potential clients on the website.
Smart home technology is still a nascent industry and most people don't really understand how it is planned, designed and installed. When carried out professionally, it's about as far from your Alexas and Nests as you can get, blending technology into the very fabric of people's homes. Everything is bespoke, each detail is meticulously planned, ugly wires and devices are hidden away and systems are controlled via touchscreen or voice.
So, to make this easier for people to understand, we updated the Process page, which takes clients through how to create a modern home step by step. We broke the technology down into three simple categories, explaining everything from lighting to home cinemas in plain English. Clear CTAs take readers to other relevant parts of the site, a simple call-back form and an interactive 'start your home' questionnaire, which homeowners can use to begin their project. The talented Alex Clarke designed a slick, clean site that paired perfectly with my clear and simple copy. Equippd are increasingly being seen as thought leaders and trailblazers in their field and I am honoured that my words have helped propel them there.
The launch of the new slick, clean and modern site in 2020 coincided with the launch of Equippd’s journal, curated, written and edited by myself and fellow copywriter Karl Smith. Together, we created editorial content to educate and inspire Equippd clients and give an authentic and holistic view of the smart home, technology and design spheres. From interviews with tech legends, such as Amazon Alexa inventor Charlie Kindel, to chats with interior design gurus Salvesen Graham, to thought-provoking pieces on what defines luxury and designing the post-Covid home, we analyzed, dissected and celebrated the smart home industry.
At the same time, we launched a fortnightly email newsletter – a quick and simple exploration of contemporary living, modern design and connected homes. Each issue is packed with a carefully curated mix of the latest home technology and the people who make it, one-site visits to current projects and interviews with designers, all to help Equippd clients make informed choices when it comes to their project, direct to their inbox.
We also created a gorgeous coffee table-worthy brochure. I was tasked with copyediting the words, incorporating Equippd’s friendly, modern and professional tone of voice.
‘Your work has been essential in transforming Equippd into what it is today and for a super-successful website, journal and newsletter launch.’
Charlie McCourt, co-founder, Equippd
View the website here.
If you're struggling to simplify your brand's message and need someone to write your copy or guidance on how to WIY (write it yourself!), please get in touch.
