Waterbear
Client
Industry
Tech
Services
Content Copywriting Tone of voice UX
www.waterbear.com
Waterbear is a video platform for short films, stories and feature documentaries, covering environmental issues. It’s dedicated to supporting the sustainability goals set by the UN. The brand is named after the water bear (or tardigrade), one of the most indestructible creatures on Earth. Waterbear asked our friends at agency Move78 to develop the Waterbear brand with interface design and a revamp of their existing application. Part of their brief was to supply UX copy that maintained Waterbear’s personality. So they tasked Craft Words with bringing a consistent tone of voice to bear.
Craft offers solid and reliable experience in developing UX copy. From our work with a wide range of clients from electric vehicle charging company Wallbox to insurance brands like Allianz. Therefore, to Waterbear and Move78, our team represented a safe pair of hands.
At Craft, we not only develop clients’ tone of voice, we’re also good at swiftly understanding and applying someone else’s. In this case, Waterbear had already developed and established a distinctive tone of voice. So our task was to work with them to make sure everything we wrote was in line with the existing brand. Additionally, we were asked to think through the nomenclature. This was to ensure they had a naming system that hung together in a logical and consistent way. And one that again, felt consistent with the brand. It’s an area whose importance can sometimes be overlooked. We find that naming conventions require a lot of skill, considered thought, and experimentation to get exactly right.
The team at Craft worked in collaboration with our partners at Move78 to make the Waterbear user journey simpler, by writing clear UX copy. Now, any visitor to the platform can navigate and find what they’re looking for easily. Therefore, rather than apply UX like some blunt generic instrument, our challenge was to improve the experience of the site. All without deviating from Waterbear’s established tone of voice.
At the end of the project we had a happy agency partner, and a client who was thrilled they’d been able to upgrade their site to make it more useable and visible. Moreover, all this was achieved without compromising their brand personality. At the same time, Craft enjoyed working for such a principled brand and we’re excited to see how Waterbear progress on their valuable mission.
Let us show you what Craft Words can do for you.
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
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
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
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
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
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 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
Anita Stubenrauch
Senior Content Manager, Apple
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
Author of Apple's Credo
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
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)
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 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
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
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