Rolls-Royce Motor Cars

Brand positioning, TOV, concepts and copywriting, website

I worked with Rolls-Royce for five years on integrated launch campaigns for five different models, producing film, web, eDM and high-end print DM. With my immersion in the brand, I was invited to work with a strategist from BMW to refresh the brand positioning and expression. I also wrote the entire website from scratch, I gained a deep understanding of the attention to detail and history of the marque. Two years on, I worked on a refresh of the website, cutting copy to 1/5th of original length to work with a new UI. My favourite line in the thousands I wrote for the brand is: “When a Rolls-Royce drives down the street, the world stands still.” [Working with Engine Group.]

In 2018, I worked with digital agency Zone on a successful pitch for the Rolls-Royce global retail account. My understanding of the brand and UHNWIs helped build a social-led strategy based around an invitation-only club called Hypen.