Creating point of sale (POS) copy for global retail stores.

Working with the Global Brand team for SEA LIFE, I was commissioned to write the copy for a suite of in-store POS signage. The client wanted to:

  • Raise the profile of SEA LIFE’s conservation work
  • Encourage consumers to make an ethical purchase
  • Share the stories behind the products sold in SEA LIFE stores
  • Increase sales of products with recycled packaging.

My role included:

  • Development of a brief with client
  • Research and familiarisation of brand and tone of voice
  • Creative development
  • Production of draft copy for specific in-store generic messages
  • Production of draft copy for product POS material
  • Finalised copy.

Following completion, the final copy was translated for SEA LIFE aquariums worldwide.