It's well known how visual language connects brand and campaign executions. Why? Because visual elements are tangible and easy to see. But what about language language?

This is the key subject of Clare McNally's talk "Copywriting structures and the magic they create" that she has presented for 6 years for Den Danske Reklameskole (The Danish Advertising School).

In her talk she highlights how copy connection can be created by more than just a tagline or 'tone of voice'. Copy templates and flexible frameworks are a wonderful way to execute ideas and brand communication. Copy can be just as powerful as art direction!

Silas Gøttler, an experienced creative aiming to boost his copy toolbox, wrote some kind Danish words about the evening. "What really added something new to my toolbox was Clare's visualisation of 'copywriting structures'. It was almost beautiful. In some of her cases, the text structures emerged as independent graphic elements that not only supported the visuals but actually contributed more creative depth. And it made it very clear to me how I can use these tools when justifying my textual choices to creative colleagues and clients, respectively." 🙏🏽

If you'd like a copy workshop or lecture for your school, agency or brand, please reach out.