Reed Words
Words can make your brand – or break it.
They can expand your audience. Sharpen your message. Grow your business. Or they can undermine all those objectives.
We’re a team of strategically minded brand writers, with offices in London, New York and Manchester. Drawing on decades of experience, we help clients around the world define their brands – and bring them to life through language.
We develop verbal identities. We name companies, products and services. We develop clearer, more intuitive interfaces. And we write everything from packaging to films to campaigns.
Because with the right words, you can do anything.
Verbal Identity
The language of your brand is made up of two things: messaging and tone of voice. In other words – what you say and how you say it. If you want to communicate effectively, they have to work together.
We call this verbal identity.
Working closely with you, we’ll build an identity rooted in your strategy and focused on your business objectives. (We can help develop the strategy, too.) Then we’ll give you the training and tools to make the most of it, from guidelines to templates to internal comms.
Brand Strategy
Writers are thinkers. We don’t just build on brand strategy – we develop and articulate it too.
From the earliest workshops to nailing your brand foundation, we’ll take you through a collaborative process to articulate the ideas at the heart of your brand.
We believe in practical, actionable strategy, expressed in specific, meaningful language. Language your people can rally behind, and deliver on. It’s less about brand onions and pyramids – more about a clear direction.
Copywriting
We create brand-defining words.
Words that combine compelling style with strategic depth. For packaging and posters. For books, brochures, ads, and films.
That’s what makes us the writers of choice for brands big and small, the world over.
Naming
We’ve named everything from energy companies to travel websites – even new sports.
Contrary to popular opinion, naming is not about throwing a load of mud at the wall and seeing what sticks. It’s both an art and a science, and it demands a considered process.
1. It’s all about you
First things first: your name needs to fit your business.
We start with a kickoff workshop where we dive into your brand, so we know exactly what your new name needs to do.
2. Understanding the context
Just as important is the market – how a name will land with your customers, and the kinds of names your competitors use.
We plot this visually, so you can understand exactly where your name should fit in.
3. Finding the right name
We name in three rounds. This gives us space to explore different options, but prevents the process from becoming too sprawling and subjective.
This result will be a shortlist of powerful, strategic names that will help put you in front.
Digital & UX
Words have huge power to make products and services more effective, and more engaging.
We develop content strategy, structure websites, rewrite CRM journeys, and simplify user interfaces.
We write apps, bots, websites, games and real-world services people love to use.
Our principles
1. Write for users, not for you
In a busy world, brands fail when they don’t focus on user needs. We look at what you want to say and what your customers want to hear – and join the dots.
2. Design with words
People skim, skip and get distracted – however exciting your product or service is. We use content design best practice to get your message heard.
3. Accessibility isn’t optional
Making sure everyone who uses your products and services can understand them isn’t just good business sense. It’s also the right thing to do.
4. Ask smart questions
The wrong research asks people subjective questions they can’t really answer. The right research ensures the language you’re using makes sense to your audience.
5. Build on your brand
Simplifying and clarifying doesn’t mean losing who you are. We make sure your brand shines through in everything you write – from customer service emails to app buttons.
Training
Over the years, we’ve delivered voice and writing training to everyone from SeaLife and Madame Tussauds, to easyJet and the National Theatre.
Our approach balances theory, concrete examples and hands-on writing exercises, making for fun, engaging sessions.
Attendees get the chance to put every lesson into practice – with us on hand to answer questions and solve any problems.
Tailored training
We can help your team brush up on everyday writing skills, or get to grips with your voice.
"Insightful, engaging, and fun. I came away feeling confident and inspired to take the next step with our own brand voice."
Helena Brown
Union Coffee
No plain, no gain.
When you write in ‘plain English’, you use simple words, short sentences, clear headings and short…
Speaking plainly…
Here’s why simple writing matters, and a few tips on how to keep it that way.
Talk to me nice – how to speak to Gen Z
Stop talking just for the sake of it. What you say holds weight. You decide how much with the…
A name worth sharing
Contrary to popular opinion, naming is not just about brainstorming. It’s an art and a science, and…
Verbal Identity 101: Why brand voice matters
To communicate effectively, brands need what they say and how they say it to work together, in a…
Don’t be afraid to surround yourself with talented people
The most important lesson relates to the wellbeing of the team. You will only be successful if…
Formula 1
Putting the guts
back into motorsports
Client
Formula 1
Sector
Health & Fitness
Project
Verbal identity
Formula 1’s first rebrand in over 20 years
Guidelines
An engaging set of guidelines, so everyone at F1 can use the new voice
Copywriting
Rolling out the new voice across a huge range of marketing materials
Approach
As part of its first rebrand in over 20 years, we gave Formula 1 a gutsy, glorious new voice.
Same old formula
Formula 1 was in a rut. Fans saw its modern incarnation as corporate and dull. It was all numbers and sponsorship opportunities. The thrill was gone.
As a result, fewer people were tuning in – and showing up – each year.
Start your engines
Working closely with Wieden+Kennedy and the new F1 team, we helped the brand refocus on the reasons people love motorsport: the edge. The danger, the thrills, the noise. The human stories.
Out of all that came a new voice. Sharper, harder, more visceral. More alive with the spirit of motorsport. A voice to remind fans – and the world – that F1 is the greatest sporting spectacle on the planet.
The home straight
With the voice nailed and extensive guidelines in place, we’re now helping F1 apply their new voice just about everywhere – including trackside hoardings and experiential work at Grands Prix, brochures, CRM, sales decks and online. We also helped develop the branding for F1’s VIP offer, the Paddock Club.
The new identity made an immediate splash, with a huge amount of press coverage. (The exclusive feature in Creative Review was their most-read article that year – despite appearing in late November.)
More importantly, it won over the fans – with buckets of social media buzz and impressive new viewing figures.
Client quote
"Reed Words have given Formula 1 the voice it deserves. They’ve worked tirelessly and passionately to create a voice brimming with spirit, which will be invaluable to us as the brand evolves."
Ellie Norman
Director of Marketing, F1
Standard Life
Making pensions
work for people
Client
Standard Life
Sector
Financial Services
Project
Copywriting
Approach
When it comes to planning for retirement, many of us want to stick our heads in the sand. We helped Standard Life launch a new, digital-first advice service that’s changing that.
Are you saving enough for your retirement? What kind of lifestyle will your money buy? And do you know how tax-free lump sums actually work?
Many of us find questions like these scary. This fear stops us from taking steps to get ready for retirement – which can mean we end up less well off.
Standard Life wanted to flip the script.
A five-minute income estimate
The overall goal was to help people begin planning for retirement, and point them to advice if they needed it.
Through extensive user testing and iteration, we landed on a core 5-minute online journey. By answering a few simple questions, people can get an estimate of their retirement income, and discover what they should be watching out for.
From there, they can speak to an adviser – or step away. Either way, they end up with a much better picture of their future.
Lowering barriers to entry
The key to success was to make the overall process less intimidating. We stripped away options, questions and details, to create a journey that didn’t feel overwhelming.
Initially, we hoped to banish pensions jargon entirely. But the research showed us that people hunted for terms like ‘tax-free cash’, even if they didn’t understand them. Dropping the jargon would create even more confusion. Instead, we explained these terms in a simple, approachable way.
This was a highly collaborative project, working alongside UX designers, developers, product owners and financial advisers over multiple releases.
Client quote
Most copywriters say they write for digital but most can’t – so you get waffle users don’t read. Reed Words brought precision and economy while motivating users through the journey. Plus, they’re a delight to work with.
Andy Dunbar
Head of Product & Customer Experience, Standard Life
Thimble
Small, friendly, nimble.
Client
Thimble
Sector
Insurance
Project
Naming, Brand Strategy
Approach
We gave this business insurance startup a new name that spoke to its groundbreaking product in a fresh, welcoming way.
The name of the game
Originally a drone insurance service, Verifly had expanded their scope – and outgrown their name. After an unsuccessful naming exercise with another partner, they needed a brilliant solution – fast.
Verifly was founded by former Hailo founder Jay Bregman, whose vision had quickly grown beyond the niche of drone insurance. His business now provided hyper-flexible business insurance: you can buy the cover you need for a month, a day – even just an hour.
Jay asked us to step in and save the day by nailing the name no one else could. So we did.
Client quote
"We had struggled to find the right name, but Reed Words came through for us. Even against the clock, their process proved to be just the combination of rigour and creativity we needed. We love our new name, and are continuing to collaborate with Reed Words as we build the Thimble brand."
Jay Bregman
Founder & CEO
isme|&|conversation...
Sam Russell talks Verbal Identity
Sam Russell, a Creative Lead at Reed Words, talks to host Ed Palmer about how to make businesses and brands stronger through language.
We’re a verbal branding and copywriting agency with offices in London, New York and Manchester. We make brands and businesses stronger through language.
ContactSam RussellWebsitereedwords.com
Message us now to get in touch or simply ask a question.
"Reed Words have given Formula 1 the voice it deserves. They’ve worked tirelessly and passionately to create a voice brimming with spirit, which will be invaluable to us as the brand evolves."
Ellie Norman, Director of Marketing, F1