<ul><li>Worked with agencies and clients across various industries to help define and develop brands.</li><li>Clients: Goodness, Frost* Design, Interbrand, Landor, CX Lavender, Grocon, CPB Contractors, John Holland, Adelaide Casino, MyHouse, and Learnosity.&nbsp;</li></ul>

Copywriter

<ul><li>Created concepts, campaigns, and copy across platforms for Mark/LIDA, M&amp;C Saatchi, and brand specialists RE.</li><li>Clients included: Optus, Google, CommBank, CommSec, Freedom, NRMA, and News Ltd.</li></ul>

Senior Copywriter

XXVI is a specialist brand voice consultancy in Australia, working with clients and other agencies alike.<ul><li>Established and bed in a new approach to naming, while working with the team on a wide range of writing projects. </li><li>Wrote copy across their client base and helped define tone of voice guidelines for clients.&nbsp;</li><li>Created and ran the company Twitter account, building a social media strategy to help grow the industry profile of the business.&nbsp;</li><li>Clients: Toyota, Lend Lease, NAB, Perpetual, Philips, Saatchi &amp; Saatchi, Sheridan, Bonds, and Ikea.&nbsp;</li></ul>

Senior Writer

<ul><li>Led the naming discipline in London, before relocating to Sydney. </li><li>Worked with a wide range of stakeholders and contributors, including marketing directors, NPD teams, private equity firms, lawyers, strategists, and designers.</li><li>Distilled core brand propositions into compelling, ownable names that could be secured as global trademarks.</li><li>Developed the tone of voice guidelines and designed and ran workshops, articulating a brand’s personality and helping companies understand how the people that write for them can bring their brand to life with words.</li><li>Clients: P&amp;G, McDonalds, Telstra, George Western Foods, Wrigleys, Origin Energy, Sensis, E*Trade, Lend Lease, BT, Kelloggs, Gucci, Barclays, Intercontinental, Kraft, Durex, and Toyota.&nbsp;</li></ul>

Senior Consultant Writer, Verbal identity

Virgin Wines is an online wine retailer based in the UK.<ul><li>Wrote tasting notes for the wines (usually without being able to taste them), customer eDMs, and own-label brand development and bottle copy. </li><li>Involved in the launch of Virgin Unite, an internal CSR program run across the Virgin Group.</li></ul>

Worked with CX Agency Lavender and the Australian Bankers’ Association to create a campaign that showcased some of the new initiatives leading Australian banks are undertaking to make banking better.

Better Banking Campaign

John Kerswell

Created the name and brand story for Australia's first cherry-infused vodka, a Unity of Opposites.

Black Dove Cherry Vodka

Partnered with Born & Raised to help a BBQ brand with the naming architecture of the range and accessories, positioning for each model and sales copy for both brochure and website.

Everdure by Heston Blumenthal

Helped StatWolf, a tech start-up specializing in machine-based learning, research, and data analytics in the cloud, make the complex seem simple with web copy, brochures and presentation decks designed to appeal to a broad marketing audience.

StatWolf - | White Label Words

Worked closely with Chris Darwin and Universal Favourite, to frame key metrics and articulate the customer journey in a simple, understandable way. Helped bring the project to life, with copy that not only inspired people to have more meat-free days but motivated them to keep it up.

The Darwin Challenge

Helped in the tone of voice development and copywriting for retail packaging of coffee and baked goods, Muffin Break’s homely ‘Good Goes In’.

One Person's Crumbs Are Another's Punctuation Marks

Created the tone of voice platform for John Holland, a leading Australian infrastructure specialist.

John Holland Tone of Voice

Helped streamline the product messaging of an education-based technology company.

Learnosity

Developed a brand tone of voice copywriting project for the maritime museum, a prominent tourist attraction in Sydney's arts and culture marketing scene.

Australian Maritime Museum Tone of Voice Copy Guidelines

Partnered with global branding agency Landor to help create a new verbal identity platform for Petbarn, joining the dots between insight, character, and care.

Petbarn Tone of Voice

Worked with Sydney brand design agency Born & Raised on the copywriting and strategic messaging for the community consultation of new development.

Rouse Hill Town Center

English (British)

John Kerswell is a strategic copywriting and communications professional specializing in brand articulation, messaging, trademarks, and verbal identity, having worked with agencies and clients across various industries. As a former senior copywriter at M&C Saatchi, he created concepts, campaigns, and copy for brands such as Optus, Google, CommBank, CommSec, Freedom, NRMA, and News Ltd. At Interbrand, he developed the tone of voice guidelines and organized workshops to articulate a brand’s personality. His past clients also include P&G, McDonald's, Telstra, Kelloggs, Gucci, Barclays, Kraft, Durex, and Toyota.

John Kerswell

Employment Highlights

Education Highlights

Portfolio

Better Banking Campaign

Black Dove Cherry Vodka

Everdure by Heston Blumenthal

StatWolf - | White Label Words

The Darwin Challenge

One Person's Crumbs Are Another's Punctuation Marks

Better Banking Campaign

Black Dove Cherry Vodka

Everdure by Heston Blumenthal

StatWolf - | White Label Words

The Darwin Challenge

One Person's Crumbs Are Another's Punctuation Marks