Global Air Supplies:
Odour Control Developments
Rebrand 2024

Project Scope:
The project scope entailed creating fun, youthful marketing assets as part of OCD's full rebrand after being integrated as one of Global Air Supplies' third-party brands. I was responsible for overhauling the brands' Marketing & Copywriting guidelines as well as writing various copy for OCD's new website, social media pages, printed brochures, and product design.

Objectives:

• Initiate Extensive Rebrand:
  Writing OCD's brand guidelines for Marketing & Copywriting, ensuring all written assets convey the brand's rejuvenated, fun tone of voice and 'pop culture' style,

• Oversee all new Written Assets:
  Based on OCD's new brand guidelines, and those established for Global Air Supplies, create multiple written assets to be published on social media channels and websites over several months before and after launch,

• Elevate Product Design:
  Create product names, labels, and descriptions which accurately promote OCD's diverse range and even wider applications, ensuring the rebranded range taps into new industries and markets (vehicles, homes, offices, warehouses, and public and private facilities),

• Tap into new Markets & Improve ROI:
  OCD was an established brand before it was absorbed by Global Air Supplies, but sales and growth had been stunted by lacklustre web design, social media presence, and minimal marketing strategy coupled with a finite target market of indoor horticulturalists within the UK. Now, it was the time to overhaul the brand's entire marketing strategy, product design, and tailor all branded assets towards new target audience(s) to boost sales and allow OCD to flourish.

Methodology:
To effectively deliver OCD's rebrand, I implemented a multi-channel content strategy informed by industry research, creative development, and an emphasis on cross-platform consistency.

Research and Brand Immersion: The project commenced with a comprehensive review of existing OCD marketing materials and competitor positioning. This was complemented by an analysis of Global Air Supplies’ overarching brand identity to ensure OCD's rebrand aligned with corporate values while establishing a distinct, engaging personality.

Tone of Voice Development: I authored new copywriting guidelines that articulated OCD’s revised tone of voice, characterised as playful and culturally informed. Drawing on elements of popular culture and colloquial humour, the guide was designed to appeal to a broader demographic. It included foundational writing principles, tone-of-voice guidelines, and sample content to support consistency across all future communications.

Content Creation Across Key Channels: I was responsible for developing all core written assets, including:

• Website: Product descriptions, category narratives, and homepage messaging tailored to a wide range of audiences,

• Social Media: Caption copy for Instagram and Facebook, to increase engagement and brand awareness through witty, accessible language,

• Product Packaging: Product naming, scent descriptors, and usage guidance designed for clarity and consumer appeal across retail and wholesale contexts,

• Printed Brochures: Concise yet informative copy that communicated technical specifications while remaining approachable to end-users.

Cross-Functional Collaboration: Close collaboration with the design team and senior leadership ensured that all written content complemented OCD’s refreshed visual identity. Iterative internal reviews and alignment with Global Air Supplies’ broader marketing strategy guaranteed coherence across all departments and distribution channels.