https://mahajillani.carrd.co 2023-12-12 daily 1.0 https://mahajillani.carrd.co/assets/images/image01.jpg Maha jillani https://mahajillani.carrd.co/assets/images/gallery01/d62db1f3.jpg This was the third time I’d worked with one of by Diffusion’s founders on brand voice and copy for a start-up. byDiffusion brings a different approach to business consultancy, so the team wanted to step away from a typical corporate style. https://mahajillani.carrd.co/assets/images/gallery01/ebdafd64.jpg Octopus wants its voice to be pithy and memorable. My job was to emulate it in this article talking about the benefits of investing in small businesses. https://mahajillani.carrd.co/assets/images/gallery01/e861f959.jpg They wanted the copy to convey their hunger, confidence and abilities, while also getting across that they’re likeable people who are great to work with. I used plenty of brisk, clipped sentences to show their self-assurance and efficiency. https://mahajillani.carrd.co/assets/images/gallery01/eb9f7fcb.jpg Selling cashmere for the spring/summer season isn’t without challenges so we focused on colour, trends and lightweight knits in this catalogue. https://mahajillani.carrd.co/assets/images/gallery01/aaa7c8a6.jpg Jeanette was moving from the UK to New Zealand and needed to present herself to a new market and build her business quickly. She has a fantastically inimitable strength of character. So I was able to use this as the basis for her ’s brand personality. https://mahajillani.carrd.co/assets/images/gallery01/2f9d21c5.jpg I had great fun working with Lean Lunch to develop their brand personality and voice. They wanted to get across that they’re full of life and good fun while also having strong integrity. It was important to bring out the brand’s Yorkshire warmth too. https://mahajillani.carrd.co/assets/images/image02.jpg Maha jillani