LnRiLWZpZWxke21hcmdpbi1ib3R0b206MC43NmVtfS50Yi1maWVsZC0tbGVmdHt0ZXh0LWFsaWduOmxlZnR9LnRiLWZpZWxkLS1jZW50ZXJ7dGV4dC1hbGlnbjpjZW50ZXJ9LnRiLWZpZWxkLS1yaWdodHt0ZXh0LWFsaWduOnJpZ2h0fS50Yi1maWVsZF9fc2t5cGVfcHJldmlld3twYWRkaW5nOjEwcHggMjBweDtib3JkZXItcmFkaXVzOjNweDtjb2xvcjojZmZmO2JhY2tncm91bmQ6IzAwYWZlZTtkaXNwbGF5OmlubGluZS1ibG9ja311bC5nbGlkZV9fc2xpZGVze21hcmdpbjowfQ==
.tb-gallery ul{list-style:none;margin:0 0 1.5em 0;padding:0}.tb-gallery__cell{margin:0 !important;position:relative}.tb-gallery--grid{display:grid;grid-auto-rows:auto !important}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) .tb-brick__content{height:100%;position:absolute;top:0}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) .tb-gallery__cell{grid-row-end:unset !important;position:relative}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) .tb-gallery__cell::before{content:"";display:inline-block;padding-bottom:100%}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) .tb-gallery__cell::marker{content:""}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) img{width:100%;height:100%;-o-object-fit:cover;object-fit:cover}.tb-gallery--grid--nocrop img{height:auto !important;width:auto !important}.tb-gallery--grid--nocrop .tb-gallery__cell{align-self:end}.tb-gallery--grid--nocrop .tb-brick__content{height:100%}.tb-gallery--collage{display:grid;grid-template-columns:repeat(12, 1fr)}.tb-gallery--collage .tb-brick__content{height:100%}.tb-gallery--collage img{height:100% !important}.tb-gallery--masonry{display:grid;grid-row-gap:0;grid-auto-rows:1px;opacity:0}.tb-gallery--masonry .tb-brick__content{position:relative}.tb-gallery--masonry .tb-brick__content img,.tb-gallery--masonry .tb-brick__content iframe,.tb-gallery--masonry .tb-brick__content video{-o-object-fit:cover;object-fit:cover;width:100% !important;display:block}.tb-gallery__caption{position:absolute;bottom:0;width:100%;background:rgba(255,255,255,0.6);padding:5px 2px;text-align:center;color:#333}.tb-gallery__caption:empty{background:transparent !important}.tb-gallery .tb-brick__content figure{height:100%}.tb-gallery img{width:100%;height:100%;-o-object-fit:cover;object-fit:cover;vertical-align:bottom}#left-area ul.tb-gallery{list-style-type:none;padding:0} .tb-gallery[data-toolset-blocks-gallery="baca29ac6d3e83727f1b1962a1d42479"] .tb-gallery--grid { grid-template-columns: minmax(0, 1fr) minmax(0, 1fr) minmax(0, 1fr);grid-row-gap: 25px;grid-column-gap: 25px; } .tb-field[data-toolset-blocks-field="9c2fdd4fb9448f22c6fd832e119e932f"] { text-align: left; }  .tb-container .tb-container-inner{width:100%;margin:0 auto} .wp-block-toolset-blocks-container.tb-container[data-toolset-blocks-container="9ad8ebde193e6ca97cba85ae014c6d1a"] { padding: 25px; } @media only screen and (max-width: 781px) { .tb-gallery ul{list-style:none;margin:0 0 1.5em 0;padding:0}.tb-gallery__cell{margin:0 !important;position:relative}.tb-gallery--grid{display:grid;grid-auto-rows:auto !important}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) .tb-brick__content{height:100%;position:absolute;top:0}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) .tb-gallery__cell{grid-row-end:unset !important;position:relative}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) .tb-gallery__cell::before{content:"";display:inline-block;padding-bottom:100%}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) .tb-gallery__cell::marker{content:""}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) img{width:100%;height:100%;-o-object-fit:cover;object-fit:cover}.tb-gallery--grid--nocrop img{height:auto !important;width:auto !important}.tb-gallery--grid--nocrop .tb-gallery__cell{align-self:end}.tb-gallery--grid--nocrop .tb-brick__content{height:100%}.tb-gallery--collage{display:grid;grid-template-columns:repeat(12, 1fr)}.tb-gallery--collage .tb-brick__content{height:100%}.tb-gallery--collage img{height:100% !important}.tb-gallery--masonry{display:grid;grid-row-gap:0;grid-auto-rows:1px;opacity:0}.tb-gallery--masonry .tb-brick__content{position:relative}.tb-gallery--masonry .tb-brick__content img,.tb-gallery--masonry .tb-brick__content iframe,.tb-gallery--masonry .tb-brick__content video{-o-object-fit:cover;object-fit:cover;width:100% !important;display:block}.tb-gallery__caption{position:absolute;bottom:0;width:100%;background:rgba(255,255,255,0.6);padding:5px 2px;text-align:center;color:#333}.tb-gallery__caption:empty{background:transparent !important}.tb-gallery .tb-brick__content figure{height:100%}.tb-gallery img{width:100%;height:100%;-o-object-fit:cover;object-fit:cover;vertical-align:bottom}#left-area ul.tb-gallery{list-style-type:none;padding:0} .tb-gallery[data-toolset-blocks-gallery="baca29ac6d3e83727f1b1962a1d42479"] .tb-gallery--grid { grid-template-columns: minmax(0, 1fr);grid-row-gap: 25px;grid-column-gap: 25px; }  .tb-container .tb-container-inner{width:100%;margin:0 auto} } @media only screen and (max-width: 599px) { .tb-gallery ul{list-style:none;margin:0 0 1.5em 0;padding:0}.tb-gallery__cell{margin:0 !important;position:relative}.tb-gallery--grid{display:grid;grid-auto-rows:auto !important}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) .tb-brick__content{height:100%;position:absolute;top:0}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) .tb-gallery__cell{grid-row-end:unset !important;position:relative}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) .tb-gallery__cell::before{content:"";display:inline-block;padding-bottom:100%}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) .tb-gallery__cell::marker{content:""}.tb-gallery--grid:not(.tb-gallery--grid--nocrop) img{width:100%;height:100%;-o-object-fit:cover;object-fit:cover}.tb-gallery--grid--nocrop img{height:auto !important;width:auto !important}.tb-gallery--grid--nocrop .tb-gallery__cell{align-self:end}.tb-gallery--grid--nocrop .tb-brick__content{height:100%}.tb-gallery--collage{display:grid;grid-template-columns:repeat(12, 1fr)}.tb-gallery--collage .tb-brick__content{height:100%}.tb-gallery--collage img{height:100% !important}.tb-gallery--masonry{display:grid;grid-row-gap:0;grid-auto-rows:1px;opacity:0}.tb-gallery--masonry .tb-brick__content{position:relative}.tb-gallery--masonry .tb-brick__content img,.tb-gallery--masonry .tb-brick__content iframe,.tb-gallery--masonry .tb-brick__content video{-o-object-fit:cover;object-fit:cover;width:100% !important;display:block}.tb-gallery__caption{position:absolute;bottom:0;width:100%;background:rgba(255,255,255,0.6);padding:5px 2px;text-align:center;color:#333}.tb-gallery__caption:empty{background:transparent !important}.tb-gallery .tb-brick__content figure{height:100%}.tb-gallery img{width:100%;height:100%;-o-object-fit:cover;object-fit:cover;vertical-align:bottom}#left-area ul.tb-gallery{list-style-type:none;padding:0} .tb-gallery[data-toolset-blocks-gallery="baca29ac6d3e83727f1b1962a1d42479"] .tb-gallery--grid { grid-template-columns: minmax(0, 1fr);grid-row-gap: 25px;grid-column-gap: 25px; }  .tb-container .tb-container-inner{width:100%;margin:0 auto} } 
Client
LoveKnitting (part of the LoveCrafts Group)
Sector
Retail
Media
Brand messaging & tone strategy & guide | Product launch copy for web & social
Brief
LoveKnitting’s new luxury British yarn brand, Willow & Lark, needed a distinctive voice to resonate with its target market, a voice quite different to other LoveKnitting brands and its online community portal. We were asked to create the brand voice for the launch and turn that into messaging and tone guidelines for the marketing team. We went on to write the launch copy for the press release, website and social media.
18 months later, when the private label team started working with renowned designer Debbie Bliss, we had the pleasure of creating similar message and tone guidelines and copy for her brand under LoveKnitting.
