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September 2013

Creatively reviewed


It’s a great honour to have been profiled in the September edition of Creative Review. You can read the article by Mark Sinclair on the Creative Review site (subscribers only) or order a copy of the magazine here.

I received the invitation to do it a couple of months ago, met up and talked for about three hours, but had no idea how it would turn out – a disorienting experience as I’m usually the one doing the writing. 

Fortunately, I was in the hands of a magazine I’ve admired for a long time and they’re good at making people sound good. The one bit that may be open to legal challenge is the billing at the front as ‘the design industry’s favourite writer’ – I can think of many writers and even more design companies who would dispute that.



For anyone entering the competition at the back, I wish you the best of luck from my home near Macclesfield, which is technically in the county of Cheshire although I think of it more as the edge of the Peak District, but the answer is Cheshire. (Enter here, or just buy your own damn stuff.)

In case the article has led anyone here for the first time, you can find out more about the projects featured through the links below. 

1,000-words poster (The Chase)

The World Without (SB Studio)

Paul Dalling website (Wheatcroft&Co)

Alas! Smith & Milton (book design by Grade Design)

Centre Point book (Hat-trick Design)

and personal projects:

Mr Blog

Disappointments Diary (with Hat-trick Design)


Pentone Boxset

plus #clienttweaks, the Apple long copy article and Cloudy Language.

There’s also a passing mention of Fishages, which is now reaching a critical level of brand awareness that I urgently need to work out how to monetise. 

30 tones of voice in 30 days


Yahoo! have recently been releasing a logo a day for 30 days, in the run-up to the launch of their rebrand on 5 September.

It could have been an interesting idea if it had been handled as a genuine exploration of the brand – enlightening the public about the thinking behind it and involving them in the process.

Unfortunately, it’s been executed on such a bizarrely simplistic level that it comes across as a parody, no doubt reinforcing everyone’s worst preconception about branding – namely, that it’s just a matter of superficial visual decoration, like picking out a new set of curtains. (That’s the standard analogy anyway – do people still pick out sets of curtains? I suppose they do.) 

Ben Terrett writes about it well over here (branding not curtains).

Anyway, the whole exercise was crying out for a copywriting treatment, so I had a go at writing 30 tones of voice in 30 days. It’s not entirely serious, although anyone reading from Yahoo! is welcome to use this as a starting point. I have a feeling we may see a bit of ‘Defensive’ in the next few days. 

You can read the whole thing here: checkthis.com/yahootone

UPDATE (5 Sept)

Yahoo! has now unveiled its new tone of voice. Judging by the quotes from CMO Kathy Savitt, they have gone with Surreal Defensive.

On the logo:
“You’ll notice a chisel to our logo that’s very architectural. What we’re saying is our logo is the foundation upon which our brand and products and user experience will continue to be built.”

On the animations:
“It might be an exclamation riding on a Segway, or riding on a pogo stick or swinging on a Tarzan vine.”