After reviewing the first iteration of Hard Rain’s website copy, we identified some issues with regards to the company’s tone of voice and identity. Through an insight session with the client, we established the:
Given the work Hard Rain regularly undertakes for its clients, the design of the website needed to be powerful to encourage action. Whilst also being informative for users to quickly acknowledge the company’s breadth and depth of experience.
We kept the design simple with a predominantly black, white and blue colour palette. And used line illustrations, and monochrome imagery to visually support the website copy.
Finally, due to the volume of content required on the home page, we simplified the format with the use of lists and drop-down toggle features.
Hard Rain deals with some hard-hitting issues as a crisis management and communications consultancy. This means the type of language used by the company throughout its written content is crucial. Using the client’s comms identity guidelines, we produced copy that married a professional and authoritative tone, with a friendly and conversational approach.
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