The collaboration with SOS Carpets involved a complete revamp of their outdated website in partnership with Grilled Pixels. The primary goal was to streamline the website, condensing it into a more focused and concise one-page format. This strategic approach aimed to enhance the effectiveness of their messaging.

One noteworthy challenge was the absence of a defined tone of voice (TOV). To address this, I worked with Sam and Sharnie through interviews and guided sessions to generate a detailed persona, capturing the essence of how they envisioned their brand being portrayed.

With a solid understanding of the desired TOV and brand image, the focus shifted to crafting the main body of the copy. The process involved refining the messaging to align with the newly established TOV. My approach prioritised leaving headline development until later stages, allowing them to naturally complement and reinforce the established messaging.