Clare Capital (with Ocean Design)
Brand voice, website copywriting
Clare Capital is different from other investment banks — and it’s not just that they don’t wear suits. Mark Clare set up Clare Capital in 2013 as a challenge to the traditional investment banking approach. He had worked with leading investment banks around the world, but he saw a different — and better — way of working.
Since then, Clare Capital has worked with some of Aotearoa New Zealand’s best-known tech businesses, including Hatch, homes.co.nz and DOT Loves Data, and have grown their reputation for their unique approach and results. But their brand hadn’t kept pace — an update was crucial and urgent. As part of Ocean's creative team, I worked with the client to develop their new brand voice and develop some website copy.
To kick things off, I led an in-person workshop with the Clare Capital team. We explored how they sound now and how they'd like to sound in the future and explored values that authentically reflect and represent them as a brand. From there, I developed a new brand voice for Clare Capital that built on how they already talked to their clients and audience but dialled up the elements of clarity, creativity and authenticity to highlight their clear difference from other investment banks.
Using their new brand voice, I wrote website copy for their refreshed website and showed how the brand voice could be used to refresh their eDM and social posts. I also developed practical and easy-to-use tone of voice guidelines to enable them to create content that is consistently on-brand, now and into the future.
