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Vodafone is the largest mobile phone network in the UK and a highly visible brand both above and below the line. In 2006, following a company-wide rebranding (which included changing from the old SIM card logo to the one above), Vodafone Global decided to relaunch the UK website. The site hadn't been updated in over three years and was looking tired, cluttered and over-burdened by pages of unnecessary copy. In the first instance, Steel4 was brought on board to conduct a full assessment of all existing copy and to draw up a set of comprehensive copy style and tone of voice guidelines in line with overall Vodafone brand direction. These guidelines were used, in part, to help secure buy-in from key stakeholders in the business (principally product managers). Practically however, they became the set of principles by which copywriters could create consistent, quality copy on an ongoing basis. Steel4 subsequently brought on board a team of four copywriters to work through a considerable body of content, repurposing existing pages into the new style and generating fresh copy wherever possible. |
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