Finding the right words to turn clients into an agency's biggest fans

Spirit Marketing, a team of kid-smart family marketers, was launching a new website and needed to find the right words to explain who they are and how they work. After in-depth discussions with the team, I developed a positioning statement and an aspirational brand promise to connect with potential and existing clients. That overarching idea was then translated into a mission statement, voice and messaging, as well as client-facing copy for the website.