{"id":403,"date":"2014-10-30T00:00:00","date_gmt":"2014-10-29T13:00:00","guid":{"rendered":"https:\/\/wordsbynuance.onpressidium.com\/portfolio\/mccartney-design\/"},"modified":"2019-09-27T10:50:31","modified_gmt":"2019-09-27T00:50:31","slug":"mccartney-design","status":"publish","type":"portfolio","link":"https:\/\/wordsbynuance.com.au\/portfolio\/mccartney-design\/","title":{"rendered":"McCartney Design"},"content":{"rendered":"<p class=\"p1\"><i>Keeping it oh-so-simple <\/i><\/p>\n<p class=\"p3\"><strong>Where it all began<br \/>\n<\/strong>Founded in just 2011, McCartney has grown rapidly to become a thriving studio with some big name clients \u2013 Woolworths, Freedom and Mad Mex to name just a few. Founder Gary McCartney has a long and impressive track record in interior design, having created retail spaces of eye-watering beauty right across the globe. And having recently beefed up their team with a Graphics division (led fearlessly by Dean Hazelgrove) Gary wanted to review how the studio brand was defined.<\/p>\n<p class=\"p3\"><strong>What happened next<br \/>\n<\/strong>We ran a workshop with the folks at McCartney to define the studio\u2019s strategic positioning and Tone of Voice style. Being a small-ish group, we were able to make this really collaborative and (dare I say) fun. After a bit of tearing hair out and good natured scrapping we distilled the brand voice down to three key qualities, and came up with a tagline that summed up what McCartney does: \u201cIntegrated design, made beautifully simple\u201d.<\/p>\n<p class=\"p1\">From here, we put together a Tone of Voice Guideline, and wrote up some website copy to complement all the gorgeous pics of McCartney\u2019s work (check \u2018em out, you\u2019ve probably stepped inside a few of them yourself!).<\/p>\n<p class=\"p3\"><strong>What we like about it<br \/>\n<\/strong>There\u2019s so much same-sameness in how creative studios talk about themselves. While we still had boxes to tick (and words to include), McCartney were really open to adopting a slightly different tone of voice and avoid painful clich\u00e9s. We are big fans of them, their lovely work, and their magnificent collection of accents.<\/p>\n","protected":false},"featured_media":931,"parent":0,"template":"","portfolio_category":[],"portfolio_tag":[],"acf":[],"_links":{"self":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio\/403"}],"collection":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/types\/portfolio"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/media\/931"}],"wp:attachment":[{"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/media?parent=403"}],"wp:term":[{"taxonomy":"portfolio_category","embeddable":true,"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio_category?post=403"},{"taxonomy":"portfolio_tag","embeddable":true,"href":"https:\/\/wordsbynuance.com.au\/wp-json\/wp\/v2\/portfolio_tag?post=403"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}