Cypress.io: Messaging/brand strategy, copywriting, case studies
Jo Duxbury
Brand Strategist
Copywriter
Cypress.io
The brief
Cypress.io, a hugely popular front-end testing tool that makes developers' lives infinitely easier, first spoke with me in 2017 about writing their web copy. They already had a website but wanted to level it up as they were growing fast. They also wanted to formalize their brand voice, which had become distinctive, but didn't have documented guidelines.
My approach
After a discovery session with the team, it was clear to me that it would be helpful for the Cypress team to take stock of their brand before starting on the new web copy. I took them through a process to explore and define what their brand is all about, including:
Purpose, vision and mission
Brand values and how these are brought to life in everything the company does
Positioning, including against competitors
Target audience personas and needs analysis
Key messages
Unique selling points
Brand story
Brand archetype, personality and voice, including brand voice guidelines
Once I'd delivered a complete brand and messaging strategy, writing the Cypress web copy was straightforward.
Results
After a further round of funding, Cypress called me back in 2019 to revisit their brand and messaging strategy. Their brand and business had evolved and now with a bigger audience and more stakeholders, they wanted to check that their brand and messaging strategy was still relevant. I took the management team through an effective, thought-provoking process that ended in an updated strategy and clear way forward for the brand's comms.
The copy I wrote for their website remained live for 5 years until 2023 - testament to its effectiveness and futureproofing.
Feedback from the Cypress team
Jo was an amazing partner on this project. Rarely do things exceed my expectations, but this was money well spent.
She actively listened and asked questions allowing her to fully understand our intent. Jo expertly facilitated conversations and articulated our sentiments in a way that allowed us to make progress without imposing her own voice into the message. I truly enjoyed working with Jo and hope that we find future projects to work on together.
