Creating a brand voice that sounds like neighborly advice
The Brief: Elevate the brand within the value yard equipment category by positioning Remington as the ‘Goldilocks’ of yard tools for new homeowners—plenty of power for maintaining your average yard, minus the hefty price tag associated with heavy-duty equipment.
The Idea: Level with new homeowners about what they truly need—as well as what they really don’t—to make saving on yard equipment feel like the only sensible thing to do.
Wielding power tools was unfamiliar territory for our target audience, so we created a series of how-to videos designed to demystify their new equipment.
I developed the brand voice and wrote the website copy, and scripted and co-directed the how-to videos.