Just After Midnight

Who they are

Just After Midnight (JAM) are a managed services provider serving clients like Ford, Volvo and Heineken. With offices in over 4 time zones and a global customer base, JAM have long been known for their informal, quirky copy style and differentiation within a traditionally corporate brand space.

Why they came to us

JAM were a victim of their own success. In recent years, many competitors had begun to affect the same informality and tonal playfulness.

This proved problematic for two reasons: one, their edge had been stolen; two, the copy style itself had become dated: the studied authenticity of the 2010s increasingly giving way to a more direct, less ingratiating register.

Package Used: Pen our oeuvre

Services Used:

ToV consulting workshop
ToV Nielsen dimensions workshop
ToV document and presentation

What we did

As part of our ToV workshop process, we gathered both qualitative and quantitative data:

We sourced competitors from JAM’s leadership as well as from key search and advertising competition spaces
We analysed their voices qualitatively (what do they mean)
We carried out a Nielsen dimensions workshop, plotting JAM and their competitors along the 4 dimensions of voice (what do a representative sample group think they mean, on average)
We defined the state of play: JAM’s voice, once a calling card, had become the mode du jour

Next we conducted further workshops and shared work to construct a new voice:

We conducted a workshop to share findings and gather feedback
We produced three possible new voice directions
We carried out a further workshop to further develop the voice they had chosen to move forward with

A comprehensive ToV:

A final workshop to present the new voice to senior stakeholders
A final tone-of-voice document: commercial context and reasoning for change; clear sentence-writing rules for the new voice, including differences per channel; a set of taglines and copy examples; directions on how to operationalise the new voice using AI tooling

“Working with TWA on the launch of our new tone of voice was a great experience. Super thorough, they totally understood the brief and helped us refresh and refocus the TOV in a way that felt considered, distinctive and true to the brand.”

Rhianna Kettle, Senior Marketing Manager at Just After Midnight

Who they are

Why they came to us

What we did

You'll have never sounded so much like yourself