The traditional idea of a writer sitting behind a laptop with a thesaurus next to them – that does happen, but it’s often much more ‘creative’ than that. There are definitely whole days where you sit with your headphones in, and other days where it’s much more lively and collaborative. A lot of work that we do involves ideas in a fairly broad way; it might be coming up with headlines, trying to capture an entire brand in a tagline, or nailing a voice in a few words.
That can be done on your own, but it’s also good with somebody else, talking it through and knocking it back and forth between you. For example, on a larger job there might be two or three of us sitting together and workshopping with Post-its on the wall. The work still revolves around words, obviously, but it’s not quite the image of a lone person hunched over a keyboard.
In the past year, we’ve rebranded the Roundhouse with Magpie Studio. That was a really lovely project to do because the words really got a chance to shine. Another highlight was working on the Argos brand with The Partners, and in particular on their own-brand range called Simple Value. We developed a sort of ‘sub-tone of voice’ for the range (and all their other own-brands), and a set of mini-guidelines, giving Argos the tools to take it further and write lots more. That was a real lovely project. We enjoyed it a lot, and it’s won quite a few awards, so good news all round!