Website copywriting for global bank rebrand

Oxygen was tasked to provide a complete tone of voice overhaul of Standard Chartered’s global website to reflect a significant brand repositioning.

 

The short guide to tone of voice extended to 12 pages – the long version 63 pages! So the initial research in understanding how to apply the right voice for the web was substantial.

 

The project included review of and changes to 837 landing pages where we had to extract legacy content and create a master content document that also included the page name/meta title, meta description, and target keywords.

 

We had to assess whether the content fell within the global TOV. We also had to liaise with individual stakeholders to ensure any key information had not been lost and to gain their final approval.

 

We also worked alongside the SEO agency to ensure that keywords for primary and secondary landing pages were included. We also made judgements on copy to be culled.

 

You can view the website here.