Being the brand

My Sr. Copywriter role at Ooni meant that I was a keeper of *insert booming echo effect* THE VOICE. It was my job to ensure that no matter the channel, what audiences read sounded like Ooni. In fact, I worked to refresh Ooni’s brand voice to properly reflect the intersection of innovation and heart that made Ooni, well, Ooni.

Finding a voice

“Playfully reverent” was the key phrase that guided the brand voice refresh project I took on. The goal was to create a spectrum that could be scaled up or down, depending on the usage: more technical for packaging, for example, or more playful for ads. Here are some examples (and a picture of my whiteboard brainstorming process).

Keep talkin’

Being playful on an exploratory creative deck is one thing, but applying it to things as prosaic as a product page is another. Perhaps the biggest part of my job was developing “copy manuals” for each new product. This required easy facility with “sounding like Ooni” and deep product knowledge. From there, I had a guide not only for my own copy, but also for other teams to apply in their own collateral.

Say it loud

You can’t have the steak without a little sizzle. Through the development of copy manuals, we uncovered the personality of each product. That aided me as I wrote scripts and video storyboards for kickass product videos that the production team brought to life.