Dormer Pramet
Brand language and website copy
Few things get a copywriter more excited than a rebrand project for a global mega-monster. So when Strategist and Creative Director, Ruth Palmer, asked me for a hand, my pencil case was packed and ready to go before she’d finished her question.
The brief
Dormer Pramet is a merger of two brands ‘Dormer’ and ‘Pramet’, which came together in 2014 to create a unified leading manufacturer of cutting tools. Although the merger happened over a decade ago, the branding never really caught up — until now.
Prior to my engagement, Ruth and the Dormer Pramet in-house branding team had started to shape the communication strategy. They arrived at a line which would act as a golden thread for the entire rebranding project.
The deliverables
With something to stick my teeth in, I moulded a brand voice underpinned by three characteristics: proactive, responsible and human. The meanings of which all unpacked in Dormer Pramet’s playbook, together with a carefully crafted manifesto for the brand to sit behind.
To help the in-house marketing team protect their verbal identity long after my departure, I prepared examples of the voice in action for various key messages.
Consistency is the key with any voice. So to keep things in order, copy was created for all those little touchpoints often missed by brands. Email sign-offs, onboarding documents, and other little touches just like this.
To complete the project, a two-hour tone of voice workshop was delivered to Dormer Pramet’s Marketing and HR teams. An online get-together to unpack the purpose and principles of our new voice, all wrapped up with an opportunity to peer critique each other’s copy. What a lovely group, thanks for having me.