CIWS

Cross Cross

This is a great example of a client brief where you get to discover a whole business sector you had no knowledge about. Cast Iron Welding Services (CIWS) repair and maintain everything from engine cylinders to London Bridge. I looked to inject some warmth and personality into this very technical brand—reflecting the approachable nature of the company.

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I’m a huge fan of copywriting and how it can really shape the personality of a brand—arguably more than the visual aesthetic.

I took the opportunity to write some playful copy lines that sat just on the intellectual side of your average pun—at least, that’s where I see them. “London Bridge is falling down” was serendipitously successful. As was “Getting your ship’s shapes, ship shape”.

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The copy took centre-stage amongst the stripped-back aesthetic and the brand guidelines ensured consistency as the company continued to reposition itself.

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