Reawakening a Sporting Giant

Client

Dunlop Sports

Industry

Sports

Services

Copywriting Tone of Voice

How do you revitalise a former globally recognised leader in racket sports? We partnered with Orangery Creative to create a new identity to help revive the brand and show the world that Dunlop Sports is back in the game.

Our focus was the one thing that unites every player – the love of the game. Because sport belongs to everyone. Anyone who wants to play, can play. You just need the passion to play the game, to improve the game and to share the game. For the last century, it’s what’s kept Dunlop striving to perfect their products.

Together with Orangery Creative, we started by developing a new tone of voice for Dunlop Sports. We then wrote copy for the brand site, product copy and scripted the launch film that told the world, Dunlop was back in the game.

Paul is one of the most insightful writers I’ve worked with. He’s a strong and proactive creative whose infectious enthusiasm and forethought have driven many global campaigns to success. I couldn’t recommend Paul more highly.

David Clarke

Executive Creative Director, Huge

Straight away, we saw Craft’s work ethic and can-do attitude. There have been many big projects where we needed support and this took a lot of weight off our shoulders and meant we could concentrate on more strategic decisions driving the projects.

Andrew Penfold

Digital & Content Marketing Manager, Security & Safety Things

Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft.

Anita Stubenrauch

Senior Content Manager, Apple

Tone of voice and brand challenges resolved via well-crafted words across all channels, to get you and your brand, business or organisation wherever you wish to go.

Liam Morgan

Cogs

Paul & Robert at Craft Copywriting patiently worked with us to have a deep understanding of our history, our purpose, our values, our successes and failures. They then translated that work into authentic stories and positioning which truly reflect who we are. We are very grateful to work with them.

Alex Olmedo

Co-Founder, Fast-Track

We recommend Paul to anyone who wants to find their voice and put personality to a brand.

Simon Croft

Founder and CD, Orangery

Paul exemplifies the best elements in a writer: he’s constantly looking for inspiration, and maintains a childlike sense of wonder for new things. His appetite for all things literary is humbling and he’s the nicest guy you’ll ever meet.

Ben Oliver

Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen

Paul just gets it. He elevates content to the next level. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble.

Anna Murphy

Content Manager, PepsiCo

Paul reliably supported our product teams with great copy, but was also essential in setting up foundations for voice & tone and other content guidelines.

Hertje Brodersen

Head of Design ∙ Experience Strategist, Zalando

Everything you could ask for. On brief, on time and always looking to improve the work. Highly recommended.

Raul Balreira

Digital Project Manager, Tribal Worldwide London

It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much.

Seisho Manabe

Director, Frog Design

Paul knows his audience. One of his sayings has become a team mantra – ‘Your audience always has an opinion. Start there.’

Anita Stubenrauch

Author of Apple's Credo

Paul’s a really friendly, talented and experienced copywriter. We’ve worked together on several projects for Nike EMEA and Global and he's extremely easy to collaborate with.

Jorge Cumbre

Unseen

Reawakening a Sporting Giant

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