Case Study | Digital Jersey

TONE OF VOICE

How do you help a digital brand find their human voice?

THE CHALLENGE

Digital Jersey was founded in 2013 to accelerate Jersey’s digital transformation into a digital society. Ten years on, they had a firm foothold in the island business community and understood their role better, but their tone of voice was falling flat.

Their copy wasn’t living up to their mission: to accelerate Jersey's digital future. With long paragraphs filled with formalities, a tendency to bamboozle with tech jargon and speak about themselves first, and key messages that weren’t being delivered with energy, warmth or humanity. The result? A business-like corporate image they wanted to shake off.

As a government body, they have to win over many stakeholders; big tech companies, startup founders, politicians to Joe public. They also have a lot of exciting projects going on, from educating students to incubating startups.  

So lots of stakeholders, lots of hats. The problem was, they couldn’t be all things to all people, so we needed to better define their key audience. And this was causing an even bigger brand awareness problem. Despite the immense value they were bringing to the tech economy, many islanders outside of the initiated tech circles didn’t know what Digital Jersey actually did, or how it could help them.

They needed to tell an inspiring and powerful story with one clear voice that rallied the island community behind a single vision for a digital society…

 

WHAT WE DID

Brand workshop

Stakeholder interviews

Brand positioning + strategy

Creative messaging

  • For the digital curious with big ambitions for Jersey, we are your gateway to digital success. Welcome to your island network of coders, creators, inventors and inventors who are building Jersey’s digital future. The powerful connections in your pocket who can help you build, fund, scale and take your digital dreams to market.

  • Wherever you are on your journey, we give startups the space to grow and mature businesses the tools to innovate. We break down barriers to innovation to create digital wealth and career opportunities for islanders. We level up the next generation with digital skills to meet tomorrow’s biggest challenges. We drive the digital transformation of every island industry from farms to finance. And we attract the world’s biggest tech brands to the most connected island on earth.

  • We are for the moonshot takers. Possibility makers. Nighttime coders, daytime innovators. Doers. Founders. Life-long learners. The ones who don’t wait for Monday. Because innovation is powered by islanders. Whether you run your business from our hub, from a coffee shop, from an International Finance Centre, or your Mum’s garage, we’re here for you through it all.

  • Digital curious? You’re here for a reason. You are the moonshot takers. Possibility makers. Life-long learners. Nighttime coders, daytime innovators. Career builders. The ones who see further and dream bigger. Download our prospectus of exciting courses and training opportunities taught by the top minds in the tech industry. Your digital future starts here.

THE TRUTH

Just because you’re a B2B brand, doesn’t mean you have to be business-like in the way you speak with customers. Behind every successful tech business are living, breathing people with human needs and emotional drives. As much as they want to be assured you know your stuff, they want to feel their needs are understood and trust that you can help.

So we went back to the drawing board. We kick-started our discovery process with a brand workshop to engage with the team and explore questions about the brand, their customers and their unique place in the world and give everyone on their marketing team the opportunity to feed into the evolution of the brand journey.

 

WHAT WE DID

Brand workshop

Stakeholder interviews

Brand positioning + strategy

Tone of voice

C-DJ-22-10013.jpg
Print Ad.png
C-DJ-22-10057.jpg
What's On Webpage Mock Up.png

What’s our brand’s superpower?

One of our key findings was that Digital Jersey might be tech-focused, but they are connectors, not coders, door-openers, not developers. First and foremost, they are all about helping people in the digital community fulfil their ambitions. So we identified their super-power was simply connecting people. Digital Jersey is a people-first organisation, not a digital-first one.

This was the central theme that we embedded at the heart of Digital Jersey’s new brand personality. We aimed to speak with an aspirational, curious and expert voice that invited islanders to dream of digital possibilities and their future. Our messages would no longer be cold and robotic but delivered with an energising and warm tone that inspired our clients to action and made them feel that they were the centre of our universe.

 

WHAT WE DID

Communications strategy 

Audience insights

Market research

Messaging

  • Curious about digital? We decode the digital world, line by line, so that every islander can understand its incredible potential. And unlock their own.

  • How about coffee? Say hello to your hyper-connected new best friend. Welcome to your new island network of coders, creators, policy makers, inventors and investors who combine capital and creativity to build Jersey’s digital future. The powerful connections in your pocket who can help you build, fund, scale and take your digital dreams to market.

  • Welcome to the most connected island on Earth. Join our connected island community of over 3,000 digitally skilled people. A support network that freely dispenses advice, swaps ideas, makes introductions to investors, co-working, creating, and coding together to find innovative solutions to the world’s biggest problems. Join us at our next networking event to meet your new potential partners.

  • What’s hot in the digital world? What’s about to happen is our business. From new tech ideas that are about to break the internet to digital products that are going to revolutionize the market. We curate an exciting series of events, workshops and tech talks to bring the new, worthy and undiscovered to your attention. We host tech talks with leading experts who are breaking boundaries in every emerging field from metaverse, web3 technology, NFTs and crypto. We run networking sessions with your new potential investors and tech partners. And throw lunchtime learning drop-ins with the top minds in the industry. Check our calendar for the next event to drop.

Who is our brand hero?

Digital Jersey is lots of things to lots of people. So we found the common attributes between our audience segments to define the hero that sits at the centre of their brand story. This gave us the focus and clarity in our messages because it meant we could speak with one powerful voice that emotionally connects with all their stakeholders.

What do they all have in common? They are ambitious, digitally curious and future-focussed. We closely mirrored these fundamental attributes and human needs in our brand tone of voice to resonate with them.

We created four new audience segments to find our heroes in their native habitats. They are the digital curious, digital natives, digital enablers, and digital prospects who are transforming the island. They aren’t defined by their age, career stage, wage, but by the attitude and values that they share. Their Linkedin page could say founder, web3 developer, crypto-miner, change-maker, business influencer or kid’s entertainer. It doesn’t matter, they are wired the same. They are at home in the digital sector but they don’t live in a ‘tech world’ that’s distinct from our own. They live in the modern world that embraces digital.

Whether they are the CEO of a blue-chip company or a fresh-faced junior on the first day on the job, they all share certain qualities and capabilities. They are more than just tech people. They’re tech curious. 

 

WHAT WE DID

Audience insights

Market research

Audience profiling

Market segmentation

Brand strategist | Copywriting : Ben Jordan

Art Direction : Anna Renouf

WISH YOUR BRAND WAS HERE?

Let’s talk >>>