Stonex
Client
Industry
Finance
Services
Tone of voice Website copy
www.stonex.com
Stonex is an institutional-grade financial services franchise. They provide global market access, clearing and execution, and trading platforms. As a serious and trusted financial institution, they turned to Craft Words to help them develop a trusted voice that doesn’t sound like everyone else’s.
Why Craft Words? We offer great experience with other financial institutions such as Weyay and National Bank of Kuwait. We’ve also demonstrated our skill with tone of voice projects for organisations like Apple and Audi. So Stonex knew they’d be in safe hands with us working in partnership with our friends at the agency Proof Content.
Earning and maintaining trust is never easy in this marketplace. And communicating it on a brand’s website is a challenge, given the nature of a readership that’s short on time and hungry for facts. There’s no room for fluff or chest-beating, and yet our task was to ensure the site didn’t just read as another bland and generic financial institution.
Stonex’s customers need to make informed decisions at speed. So, everything we wrote had to communicate efficiently, succinctly and clearly. At the same time, we worked hard to ensure it didn’t just read like every other financial website. This required a thorough understanding, not only of our client’s business, but of their way of doing business, and how they wanted to be seen in the market – as professional, serious, trustworthy and helpful.
To make sure we understood the Stonex brand, we chatted at length with the brand guardians. It was crucial for us to understand what made them different and how this difference was manifested. As well as the key product and service points they needed to get across.
Craft’s work in creating a tone of voice and full suite of website copy that expressed Stonex’s trustworthiness was considered a huge success. Our clients were extremely pleased not only with the output, but the speed at which we worked and our professionalism. A thorough approach to information-gathering at the start ensured accuracy and understanding, meaning we got things right pretty much first time.
We’ve helped every kind of brand maintain their distinctive voice and personality. Talk to us about yours.
We recommend Craft Words to anyone who wants to find their voice and put personality to a brand. Simon Croft Founder and CD, Orangery
Simon Croft
Founder and CD, Orangery
Craft Words patiently worked with us to have a deep understanding of our history, our purpose, our values, our successes and failures. They then translated that work into authentic stories and positioning which truly reflect who we are. We are very grateful to work with them. Alex Olmedo Co-Founder, Fast-Track
Alex Olmedo
Co-Founder, Fast-Track
Everything you could ask for. On brief, on time and always looking to improve the work. Highly recommended. Raul Balreira Digital Project Manager, Tribal Worldwide London
Raul Balreira
Digital Project Manager, Tribal Worldwide London
It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much. Seisho Manabe Director, Frog Design
Seisho Manabe
Director, Frog Design
Paul knows his audience. One of his sayings has become a team mantra – ‘Your audience always has an opinion. Start there.’ Anita Stubenrauch Author of Apple's Credo
Anita Stubenrauch
Author of Apple's Credo
Straight away, we saw Craft’s work ethic and can-do attitude. There have been many big projects where we needed support and this took a lot of weight off our shoulders and meant we could concentrate on more strategic decisions driving the projects. Andrew Penfold Digital & Content Marketing Manager, Security & Safety Things
Andrew Penfold
Digital & Content Marketing Manager, Security & Safety Things
Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft. Anita Stubenrauch Senior Content Manager, Apple
Senior Content Manager, Apple
Really friendly, talented and experienced copywriters. We’ve worked together on several projects for Nike EMEA and Global - extremely easy to collaborate with. Jorge Cumbre Unseen
Jorge Cumbre
Unseen
Paul just gets it. He elevates content to the next level. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble. Anna Murphy Content Manager, PepsiCo
Anna Murphy
Content Manager, PepsiCo
Very professional and knowledgeable. I had a great experience working with Craft Words organizing communications training for the Digital Impact Alliance. They customized each workshop to our specific needs and industry, and were adaptable as new things came up. Our team had a lot of fun during the sessions and learned new strategies and techniques for writing and presenting. Arielle Diamond Senior Communications Manager, Digital Impact Alliance (DIAL)
Arielle Diamond
Senior Communications Manager, Digital Impact Alliance (DIAL)
Paul is one of the most insightful writers I’ve worked with. He’s a strong and proactive creative whose infectious enthusiasm and forethought have driven many global campaigns to success. I couldn’t recommend Paul more highly. David Clarke Executive Creative Director, Huge
David Clarke
Executive Creative Director, Huge
Reliably supported our product teams with great copy, but also essential in setting up foundations for voice & tone and other content guidelines. Hertje Brodersen Head of Design ∙ Experience Strategist, Zalando
Hertje Brodersen
Head of Design ∙ Experience Strategist, Zalando
Paul exemplifies the best elements in a writer: he’s constantly looking for inspiration, and maintains a childlike sense of wonder for new things. His appetite for all things literary is humbling and he’s the nicest guy you’ll ever meet. Ben Oliver Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
Ben Oliver
Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
Tone of voice and brand challenges resolved via well-crafted words across all channels, to get you and your brand, business or organisation wherever you wish to go. Liam Morgan Cogs
Liam Morgan
Cogs
All our projects start with a conversation. Maybe you’re not entirely sure what you need, that’s fine, we’re happy to explore it with you.