Manuvo
Client
Industry
Education
Services
Content Manifesto Mission Tone of voice Values
www.manuvo.com
Manuvo is focused on cultural changemaking. They create resources to awaken, inspire and empower people, with the goal of affecting societal change.
The founder Maurits had taken one of our founder Paul’s DOMESTIKA courses, he also saw the moonshot page on the Craft site, outlining our idea of opening a writing centre for kids in Madrid. This chimed with Maurits as it was similar to Manuvo’s mission of cultural changemaking, so he asked us if we could help to establish his brand.
It took the team at Craft a little while to get a handle on Manuvo, and to understand who they were as a brand. After all, cultural changemaking is not a straightforward thing – and very different to the day-to-day business of our usual type of client. But after asking a lot of questions and doing a lot of thinking, we were ready to write the brand fundamentals.
Our challenge was to define Manuvo’s mission and vision. Once we’d all agreed on those fundamentals we brought them to life in a customer-facing tagline ‘Make better’. We liked this because of its dual meaning
If your job is to make things, Manuvo will help you be better at making things, so you can be part of making a better world.
Next we wrote a manifesto for the brand. Maurits asked for a new version of Apple’s ‘think different’. (Talk about setting the bar high!). The final manifesto was good but we’re not making any claims it was that good. Certainly Maurits liked the manifesto enough to want to film it, which we’re currently doing.
Our next task was to write all the site copy, from the homepage to the about page, the work page to the stories. We also wrote all of Manuvo’s social posts, making sure they lined up with the tone of voice we established in our manifesto, and supported the positioning of ‘Make better’.
Ultimately, Manuvo is a project we’re very proud to have been involved with. The brand is doing something that matters, and about which we feel passionate. Perhaps that interest shows in our work. In our opinion the TOV is good, the manifesto is great and the video case study is excellent (shot & edited by Adam Heath). But most importantly, our client Maurits was extremely pleased with, and grateful for, Craft’s work in establishing the Manuvo brand.
He said,
“I don’t usually write reviews, but Craft is definitely something else. Paul and his team are the best in the business. They’re thoughtful and provocative, purposeful and hands-on. I discovered Craft through their Domestika course, and from the first interaction with Paul, I could really sense the human quality of their approach, their keen professionalism, their vast experience working with the world’s top brands, and their mind-blowing creativity. Despite the complexity of our project, they were able to capture our brand’s essence and translate it into a tone of voice that brings our personality to life. We continue to work together on several pieces of communication in various formats, and I couldn’t recommend them enough for any brand strategy thinking, copywriting, or advertising you need. Regardless of your company size, Craft is your agency.”
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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
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
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
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
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)
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 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
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
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
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
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
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
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