Goal
To develop a confident, distinct tone of voice that would reflect Greenlight’s values, sharpen its messaging, and differentiate the brand — then bring it to life across key web pages.
This wasn’t just a brand polish. It was a chance to carve out a clear identity in a sea of agency sameness, and build a voice that could flex across everything from pitch decks to web copy.
Process
I worked closely with a core rebranding team to dig into what made Greenlight different — and how that could sound. I led the creation of the new mission and manifesto, wrote a full tone of voice guide, and helped align internal perspectives across brand, leadership, and strategy.
With the foundations set, I wrote new copy for key pages on the site, including the Manifesto, Our Story, Content Marketing, and Digital PR pages. The remaining web copy was outsourced due to time constraints — I took the lead on editing it to make sure it hit the new tone consistently.
The voice we landed on was bold but human. Straight-talking. Just enough edge. A tone that pushed against digital clichés but still felt grounded and credible — something you could use in a boardroom and a brainstorm.
Result
The updated tone gave Greenlight a more distinctive and cohesive voice across its brand touchpoints — sharper, more confident, and far more reflective of the people behind the agency. The new copy became a creative benchmark internally, influencing not just the site, but future proposals, creds decks, and internal comms.
It also became a valuable internal alignment tool — helping teams across content, strategy, and sales speak with one voice, without losing personality.
Louise McFetridge - Head of Content at Greenlight
“India knows how to get to the route of a problem, solving it through intelligently written, creative copy. She can get to grips with a client’s business, technology, product or service by asking the right questions in order to create compelling, on-message content that really gets to the heart of what’s needed.”
Live copy samples
