Radio
I love radio. I was raised on Radio 4 and 102.4 Severn Sound FM, so concepting in SFX and jingle feels like breathing.
But in the post-irony-tried-to-make-it-sound-like-the-90s-world, you can’t just pull out a “Now you’ve got a friend in the diamond business!” line from nowhere.
Instead, I had a voice actor called Fingerhut (true story) and wrote two self-aware scripts with a sense of humor instead. That’ll do.
Mission: Let business owners of all kinds know that they can claim their Yelp page for free or get more visibility with Yelp ads. We ran two :30 spots.
The Yelp for Restaurants team spent a long time researching what their audience needed, consolidating their offerings, and preparing for a rebrand. The challenge ahead? Restaurateurs think of Yelp as only selling ads, plus the team wanted to build trust.
From 2015, I co-wrote Yelp’s first ever in house style guide and brand guidelines. I’ve co-owned and developed each iteration since, as well as Yelp’s UX writing guidelines and design principles.
I love radio. But in the post-irony-tried-to-make-it-sound-like-the-90s-world, you can’t just pull out a “Now you’ve got a friend in the diamond business!” line from nowhere. So, here’s how you might do it instead.
