VodafoneVodafone have been testing ways for customers to get more out of their mobiles for many years now. They ask product managers across Europe for suggestions to take to research, and they turn to us to make sense of often complex ideas. The writing is all about consistency. We take details from a range of people – mostly whose first language isn’t English – and write them in a way that doesn’t reveal that Vodafone is behind the project. It’s the direct opposite of most projects: our brief is actually to keep the brand personality out. Like most concept writing, putting the thoughts onto paper helps to clarify the thinking behind each proposition. |
