Contact

National Bank of Kuwait

Partners they could bank on

Client

National Bank of Kuwait

Industry

Finance

Services

Copywriting Tone of voice UX

www.nbk.com

The National Bank of Kuwait (NBK) is a big bank with a big reputation to protect. They needed people who understood how to write for an established market-leading financial services brand. So for partners they could bank on, they turned to the agency R/GA and Craft Words.

Craft has great experience in financial services, having worked previously for Allianz and Weyay. We’re also proven experts in writing UX copy that isn’t just on-brief and relevant, but understands and holds onto a brand personality. Experience has taught us to appreciate the importance of improving the customer journey. We focus on the nuances of micro copy to engage readers and make navigation easy, just as we have previously for clients like Zalando and Wallbox.

Scaling up and reacting fast

Very quickly, the team at Craft was scaled up to provide the right level of resource for the project. We got through a lot of screens at a good pace, while ensuring a thorough checking procedure. This ensured that nothing could slip through the net that was off-brand, or non-compliant. After all, banking is a highly regulated marketplace. But as well as focusing on the details we also kept an eye on the bigger picture. It was crucially important to make sure every screen and sentence fitted seamlessly into the overarching NBK story.

Punching above our weight

We enjoyed partnering with R/GA and demonstrating how well Craft is able to integrate with external teams and rosters of suppliers put together by a client. We can always be relied on to cooperate, collaborate and ‘play nicely’. While Craft may not be the biggest player in the marketplace, our nimbleness, experience and ability enable us to punch way above our weight.

Banking on a good result

This project demonstrated Craft’s ability to work as part of a big team, alongside the international agency R/GA. The agency was glad of our support and impressed by our speed, accuracy and professionalism. While NBK was pleased to have found reliable partners they could bank on to deliver quality work on time and on budget.

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Let us show you what Craft Words can do for you.

 

Some lovely words from our clients…

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

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

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

We recommend Craft Words to anyone who wants to find their voice and put personality to a brand.

Simon Croft

Founder and CD, Orangery

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

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

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

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

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

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

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

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

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

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)

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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.

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