Purple and white Jack logo with a green leaf on the J

Putting a playful spin on outdoor products

Industry

Outdoor DIY

Services

TOV development, brand + tagline, SEO website copy, how-to guides

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 40+ pages of SEO-optimised web copy and a series of how-to blogs.

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. All copy was created using SEO and UX best practices.

View work

Screenshot of Jack landscaping products website hompageScreenshot of Jack landscaping website about page written by KB