QUBS
Client
qubs.toys/
QUBS are a new and innovative toy company. They’re on a mission to get kids away from screens while simultaneously teaching them the kind of skills they need in the modern world. For example, their Cody Block uses a wooden car to teach 3-12 year olds the fundamentals of coding. As a start-up they came to us for some help in getting direction on their storytelling, so we began toying with the messaging.
Why us? Well, QUBS chose Craft because of our background in developing messaging frameworks for clients such as the International Committee of the Red Cross and Beezy, as well as our work with educational brands like Manuvo and IE University.
QUBS wooden toys are beautifully designed, and powered by screen-free tech that requires no batteries. Their products are really cleverly thought through and original. But there was a lot of internal debate on how to communicate this. How much should they focus on the education aspect and how much on fun and play? Therefore, this was the balance Craft’s copywriting had to find.
Our first task was to absorb as much information as we could from the people at QUBS. We spoke to lots of stakeholders to get their perspectives. Then we sat down to analyse the key themes that emerged. It allowed us to develop a sense of what was most important to get across.
Once we had all the input, we worked closely with the team at QUBS to develop their messaging framework and lay the foundations for the brand’s tone of voice. One specific task was to separate and define the different messaging for two separate markets: education and consumer. Craft’s work covered everything from taglines, and an elevator pitch, to brand values, and personality traits.
QUBS felt our messaging work had really hit the mark. We’d taken away a problem they didn’t have the expertise to fix in-house and that had been consuming far too much of their time. For us, it was a very rewarding project to be involved with. We love the QUBS products and it was great to be able to define a brand right at the very beginning of its journey.
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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
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
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
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
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 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
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
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
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
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
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
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 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
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
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.