Beezy
Client
Industry
Tech
Services
Boilerplate messaging Messaging framework
www.beezy.net/
Beezy is an award-winning intranet built for Microsoft. Their vision was to build a hybrid future that works for everyone. The platform integrates Office 365 and SharePoint to create intuitive intranets that can be accessed via desktop or mobile app. It means that people can get work done in real-time, regardless of geography and device. After they’d been acquired by AppSpace, Beezy came to us for help in unifying messaging under one brand.
Craft Words were chosen as messaging partner thanks to our previous experience on brand definition projects for brands like Hitachi and the Red Cross, as well as our considerable tech experience with clients such as nKoda and Pycom.
Much of our role was to make life easier for the folks at Beezy. Obviously, with the merger going on, they had a lot on their plates. So as well as creating a clear messaging framework, we also wanted to make it easy to find approved blocks of messaging. So they could simply copy and paste key phrases into press releases, emails, or other messaging without needing to reinvent the wheel.
Key to understanding the challenge was to spend a lot of time listening to Beezy. We needed to understand their challenges and get under the skin of how the two brands would work together. So we kept in mind the maxim, ‘two ears, one mouth’. In our experience the answers are always there if you know how to really listen. And occasionally ask a few questions.
Once we’d gathered all the information we needed, we created a comprehensive 30-page document that formed a helpful brand messaging guide. The document was very clear on messaging priorities and hierarchy . And while 30 pages sounds like a lot, we were at pains to keep everything clear and consistent. This was a working document that was helpful and usable day-to-day as the unified brand evolved.
By the end of the project, Craft had successfully created a clear and practical messaging framework and a helpful set of boilerplate messages. The effect was to unify the merged brands and ensure consistency and clarity both internally and externally. We received very positive feedback from the team at Beezy who felt confident that they were now saying the right things in the right places, and could focus on their exciting future together.
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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)
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
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
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
Anita Stubenrauch
Senior Content Manager, Apple
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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Raul Balreira
Digital Project Manager, Tribal Worldwide London
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
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
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
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
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