Brooklyn-based copywriter / doer who loves creative but also loves strategy ︎




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︎ mack@mackbateman.com
︎ /in/mackbateman


Duchene Design

Branding


What I did: Positioning, Voice & Tone, Copywriting

Marie Duchene is an international Art Director who recently established her own branding studio. It needed to capture her outspoken energy while allowing her refined, minimalist aesthetic to shine — both at the same time.

I helped position her studio, write tone/voice/copy guidelines (link to full deck), and brought it all together on duchenedesign.com.






The initial challenge was finding a common space between Marie’s loud, proud personality and her timeliness, premium design style... wait a minute...  




With positioning ironed out, it felt like a natural progression to explore brand themes and tone / voice pillars.




After that came the granular: understanding how the voice flexes, plus do’s & don’ts.