COPYWRITING  •  TAGLINE DEVELOPMENT  •  GRAPHIC BRAND LANGUAGE (BY PROXY)  •
LONG-FORM  •  ADS  •  HEADLINES  •  RADIO/TV SPOTS

Well-crafted copy elevates any marketing effort, making it more impactful regardless of customer touchpoint. In today’s limited attention span world, the trick becomes striking a balance between providing enough information to get a point across without being so long that you lose a reader’s interest.

Be Water

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Today’s digital landscape affords companies the opportunity to be fluid with their communication efforts—to not only be proactive with messaging, but responsive to feedback, both positive and negative, when building a company voice. Some mediums, like print, are still necessary, but even the printed word can be improved on if (and when) feedback warrants it.

Structure and consistency is still critical when constructing smart copy—a strong tagline to anchor messages across mixed media, for example—but most outlets provide freedom to try new things and take more calculated risks with messaging. And here at Square Mile, we embrace working with clients interested in taking calculated risks when developing memorable, engaging and sustainable copy for a company, product or service.

As with most creative solutions, the keys to writing effective copy is to know both your audience and your message. How the audience will interact with the copy decides your approach. A billboard headline? Think short, readable and memorable. (The audience will be traveling past it at 65 miles per hour most of the time.) Shaping a non-profit organization’s tagline? The most effective option will be uniquely recognizable, imply their mission and be capable of living on a countless number of small giveaway items they undoubtedly use to assist in brand reach and fundraising.

Regardless of the design elements it’s paired with, the strongest copy tells a story, provides context for the reader and evokes an emotional response. Here are some examples of our copy doing just that.

CLIENT:

Children’s Wishes of Rhode Island

PROJECT TYPE:

Tagline
Mission Statement Development
Long-form Marketing Copy

Work developed at Stebbings Partners
Image credits: Stebbings Partners

Children’s Wishes

Children’s Wishes takes a different approach to granting Wishes. Staying involved in the lives of children “beyond the Wish” with extended Family Programming sets Chidren’s Wishes apart from similar organizations. The tagline, “Your Wish, Our Journey.” indicates this indelible approach and, when paired with their bus icon, shows Children’s Wishes is clearly on the Wish granting road for the long haul.

CLIENT:

Bespoke Hospitality

PROJECT TYPE:

Mission Statement
Brand Language Development
Website & Ad Copy

Work developed at Stebbings Partners
Image credits: Stebbings Partners

Griddler’s Burgers + Dogs

Finding success in the crowded better-burger concept space demands being deliberate. Effective design, thoughtful brand elements and effective messaging techniques are as important as the quality of food being served. Griddler’s playful brand called for a mission statement highlighting everything from their sourced ingredients to their customer promise, all with an unmistakable local flavor.

We got our start in Boston—raised from the ground up—with ingredients as natural as our accents, Griddler’s takes the same care preparing our food as we do in the communities we serve. After all, this is home. Always local. Always fresh. Dig in.

CLIENT:

Greater New Bedford Regional Vocational Technical High School

PROJECT TYPE:

Recruitment Video Script
Messaging Development

Work developed at Luminous Creative Agency
Image credits: Luminous Creative Agency

GNBR Recruitment

Serving the communites of new Bedford, Dartmouth and Fairhaven, Greater New Bedford Regional is one of the largest vocational-technical high schools in Massachusetts. A new recruitment video pointed toward a script that demonstrated the school’s strengths—including graducation rates, staff expertise & activities shaping students outside the classroom—along with their mission: to shape meaningful experience for each and every student through “Preparation, Passion & Perseverance.”