Background
JACK is the new name for well-known outdoor DIY manufacturer Whites Landscaping Thinking Outside. They supply products and offer DIY inspo and advice.
Brief
I was initially asked to help develop the brand’s tone of voice (TOV) via a landing page while the site was being developed. They already had an idea that they wanted it to be young, fun and engaging. The main part of the project included:
Approach
The project involved working closely with the Marketing Manager, Chris, to really nut out the tone of voice and then apply it to the copy. I was provided with a basic brand book and audience personas as a guide and the existing Whites website for detailed product info.
The tone of voice we developed was:
Bold but grounded – Confident, clear, and no fluff.
Down-to-earth – Practical, helpful and human.
Clever without being smug – Wordplay and puns are welcome!
Sustainably minded – Eco-conscious without preaching.
Aussie at heart – Honest, capable, and a bit cheeky when it fits
All copy for the website and how-to blogs was crafted using SEO and UX best practices.
Additional projects
Since providing the marketing team with support for their website and how-to blogs. I’ve continued working with them across a range of projects, including:
Ongoing work
2 x SEO-optimised advice articles per month (working alongside agency RedPin) – Advice section on Jack website
