Tidal Ventures
Tidal were a few years old when I was contracted to work on their website and they wanted to take a content-first approach. They had a clear idea of what they wanted, and a clear vision for the brand, so I suggested we create a 'light' content strategy to ensure we had agreement on key messages, core concepts, the brand, the vibe, the language. This became a pivotal touchpoint for all the copy I created.
Freelance - full website rewrite with content strategy lite
Baiting the hook
Tidal has a 'water' and 'movement' thematic that was part of the brand from the start. Nailing the home page 'hook' was the key to everything. It had to be short and simple, but also encapsulate exactly what they do.
Finding the siren song
To nail the brief, I knew that every single word needed to carry water. No waste, no fluff. But room for a few water puns. It was a tricky balance, and I laboured the editorial process to get things exactly right. No AI crutch here. This was pure word by word brand negotiation.
Teaching them to fish
Once the website was finished I was invited to help them get their blog up and running, specifically the 'Wavemakers' section profiling their clients and founders. Being familiar and comfortable with research and interviews, I devised questions, then met with founders to get their stories. The result was a number of ghost written blogs with witty headlines, about these startups:
Shippit, Bonjoro, Search.io, Hone, Drive Yello