T2 brand purpose campaign
Developed concept, manifesto and roll out of T2’s first ever brand purpose campaign centered on diversity and its core message of ‘celebrating difference to make a difference’.
This included turning the manifesto into a script for voice over of the brand film, as well as writing copy for web articles elucidating the brand’s message.
In addition to copywriting, I also stepped in as assistant art director and brand manager on this project, travelling to Japan and India with an external agency (21-19) to represent the company and ensure everything remained on brand and true to T2.
Excerpt from T2’s Purpose web page
Read the full article here.
Brand Manifesto
Imagine how the world could be,
if we united over our differences while we shared a cup of tea.
If we took the time to stop, sip, slurp, let go,
daring to go beyond the familiar places we know.
We’d create a world that celebrates all flavours and tastes,
where what makes us unique is always embraced.
Where we’re free to express ideas, both old and new,
and we all have a seat at the table, to share our point of view.
From leaf to cup, tea makes space for all to be understood,
and celebrating difference makes a difference, in a world united for good.
