Jersey Finance - Video, website, social, articles, strategy

The job

Jersey Finance is an independent organisation that promotes Jersey as a leading international centre. They work with governments and financial centres around the globe and were in need of a new voice in the face of a bad reputation.

They needed to adjust all of their web copy and other communications to make them sound less ‘murky’ amidst bad PR surrounding the super rich, tax avoidance. Following deep language analysis by Verbalisation, we were to change how they talk, so that they can be more open, transparent and trustworthy as financial leaders.

The process

Using a highly-researched in-house verbal strategy to embed words and phrases that would enhance Jersey Finance’s image, I collaborated with the client and other creatives to revamp the website’s messaging and make it more friendly and open - updated over 200 pages to reflect the new tone.

I also wrote a video script to introduce the new brand voice, working with my creative director to craft the story and the shots. The script showed how Jersey Finance helps the local community, not just the finance sector. As part of the wider scope, I handled other communications, including, social media, content strategy, emails, presentations, and newsletters.

The outcome

Fantastic to be able to write a script and have it come to life. Also, great experience working with a financial client and implementing intelligent verbal strategy based on insight and research. A great project, and a success.

The entire website was rebranded and re-launched with updated copy reflecting a new verbal strategy. The film was shot on-location in Jersey, and with a PR push behind it made the local news and became a centerpiece for their new approach.