INNES Institute Vienna
A Vienna-based German language institution embarked on a rebranding journey. Part of that journey was a new website with fresh graphics and copy that used a unique tone of voice. My task was to write new English texts for this website which matched the feel of the site and the spirit of the institute.
To create copy which would make clients register for German courses with INNES.
To attract a new client base: successful expats who had moved to Vienna for their career, family, or general better opportunities.
A unique tone of voice to stand out from the competition. This tone of voice should be entertaining and make the potential client want to continue reading.
To make a lasting first impression on the potential client.
INNES' branding guidelines outlined how they wanted to present themselves and communicate with clients.
The emphasis was on making clients feel like they were being spoken to directly with the aim to 'treat every client as an individual'. The style should be friendly and informative whilst demonstrating competence and quality service.
The majority of INNES' client-base are not native-English speakers. This meant I had to find a balance between entertaining language and clear language which everyone can understand. The target audience here are educated, multicultural internationals who want high-quality German courses.