Client
Maruti Shoes
Role
Positioning and copywriting (freelance)
Year
2022
Scope
Positioning, tone of voice, copywriting
/01 Context
Maruti Shoes makes footwear with a clear eye for design. The product was there. The story behind it needed sharper edges, and a voice to match.
/02 Challenge
A brand that looks good still needs to say something. Without a clear position and a shared tone of voice, every campaign risks sounding a little different. Maruti needed one north star, in looks and in words.
/03 Approach
We split the job in two. Studio Breekpunt took the aesthetics of the brand, I took positioning and copy. Together with the Maruti team I dug into the basics: mission, brand values and tone of voice. From there I defined where Maruti stands and wrote the words that carry it, set down next to the visual identity in one brand guide.
/04 Result
2
Studios, one brand: look by Breekpunt, words by me
3
Foundations: mission, values, tone of voice
1
Clear positioning
Credits: Maruti Shoes, Studio Breekpunt (visual identity)
