Copy, Content and Design

Greystone Engineering Annual Salary Guide


The Brief

The client had already approached and worked with a professional copywriter but felt the content didn’t fit their tone of voice.

The client approached 22Midnight because we had assisted them before for business branding and values discovery sessions. There was minimal time to turnaround the project and the requirement was urgent. The Annual Salary Guide goes out to a distribution list of over 35,000 sector-specific clients. Greystone Engineering needed a trusted hand to get the communication right and the design professional, very quickly.

Greystone wanted to sound inspirational and authoritative because their publication has become a go-to guide for their industry.

Action & Result

Greystone Engineering was so pleased with the quality and tone of the copy created, in such a short turnaround, they also passed over the project’s design aspect.

They had already made some headway with the design. Still, in line with the professional tone of voice, the final document needed some significant amendments to give it a slick and credible design look and feel. This was undertaken in a few hours and passed back to the client, with no further amends requested.

The entire project was completed in less than two days, with copy and content created from telephone interviews, and the design brought up to a professional finish.

The Client Says

Having tried a few creative writers who didn’t hit the mark, I called 22Midnight as they are known to us and understand our business. Last year was difficult for industry and included many moving parts for people looking to navigate the job search market. As our brand has grown, so has the readership of the Annual Salary Guide. It has become a critical benchmark for our industry.

We needed a professional job done to reflect our brand, expertise and industry knowledge, and it was essential to us that the tone reflected our brand’s voice, which is known to our clients and members.

22Midnight was incredibly professional and efficient – they just got it. I didn’t even have to read the final copy because I had full trust in their copywriting skill and ability to translate our message. We received great feedback on this year’s edition and maintained our professional edge

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