Launching a new bank is a delicate business, especially an English bank in a market where there’s some history (about 800 years’ worth).
Irish audiences are uniquely sensitive to lazy tropes and half-arsed copy coming from their bigger neighbours, so striking the right balance was essential.
MONZO BANK – IRELAND LAUNCH
Launching the English neo-bank in the Irish market.
Working with Monzo’s team of writers, brand managers and strategists, I developed the Monzo tone of voice for Ireland, giving the much-loved Monzo personality an authentically Irish accent.
I created an Irish toolkit for writers to use in future, showing the correct use of “craic” and “grand” and full of dos and don’ts (like avoiding mentioning the Black and Tans or Oliver Cromwell).
With those guidelines in place, I wrote the copy for the Irish launch, everything from headlines and webpage copy to CRM and what card carrier copy.
MONZO BANK – IRELAND LAUNCH
Launching the English neo-bank in the Irish market.
Launching a new bank is a delicate business, especially an English bank in a market where there’s some history (about 800 years’ worth).
Irish audiences are uniquely sensitive to lazy tropes and half-arsed copy coming from their bigger neighbours, so striking the right balance was essential.
I created an Irish toolkit for writers to use in future, showing the correct use of “craic” and “grand” and full of dos and don’ts (like avoiding mentioning the Black and Tans or Oliver Cromwell).
With those guidelines in place, I wrote the copy for the Irish launch, everything from headlines and webpage copy to CRM and what card carrier copy.