Portfolio project

Brand voice and copywriting for MCM Architecture

MCM is a multi-award winning architectural practice. Their high profile clients include De Beers, Diageo, Estée Lauder, Havas, ITV, KPMG, National Trust, PlayStation and Rolex.

When they first approached me, they’d gone through a bold rebrand. They had a clear idea of how they wanted to present themselves, but didn’t have the copywriting skills in-house.

I developed their tone of voice, wrote comprehensive Brand Language guidelines and ran copywriting workshops with the Marketing team to help embed their writing style. I then wrote their website and long form copy, including RFP templates, case studies, and insight pieces.

Our Tone of Voice

Bold. Gutsy. Confident.
We are an award-winning practice. 75-strong. With decades of experience, an incredible portfolio and an enviable client list. This doesn’t mean we’re arrogant, but our writing is bold and confident.

Straight-talking. Frank. Uncomplicated.
Born out of the confidence in our expertise, we use simple language to explain the complex nature of our business. Uncluttered. Sharp. To the point. But with an MCM twist.

Driven. Energetic. Dynamic.

We do what we do, because we love what we do. The language we use and the way we construct sentences creates pace and rhythm. It helps to convey the energy and enthusiasm we bring to every project.

Quirky. Creative. Distinctive.

We are in a creative industry. We play with colour. Sculpt with light. Create dramatic environments from our imaginations. Without being flowery or whacky, our writing style helps to communicate our creativity.

See case study here.


    Jonathan Wilcock

    So What If Ltd – brand voice, ideas and words



    07703 563241

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