Creative Strategist / Copywriter / Social Media Strategist
PURPOSE
The founding idea of Nothing was that consumer electronics had become a house of mirrors, reflecting exactly the same ideas every year, every product.
I joined Nothing as its stealth period ended, when the brand, in introducing itself to the world, wanted to reintroduce the artistry and craftsmanship of a bygone tech era back into the modern day.
The industry had been filled with corporate jargon, tired marketing and focus on the minutia of products due to a lack of real progress.
Our job, then? To Strip everything back. To make tech feel human again.
MISSION
The founding idea, the name 'Nothing' itself, came from one idea: to create a future where nothing stands between people and their technology.
Building the brand, then, was about reflecting the effortlessness of the people that idea attract.
Nothing's early adopters cared about design, culture, and community as much as they cared about numeric specifications.
This meant crafting a voice that was minimalist, clever, and just the right amount of rebellious.
VISION
Nothing's voice had to reflect a balance: futuristic yet grounded, innovative yet familiar, all whilst speaking like an insider who's welcoming of outsiders.
VALUES
1. Futurism → we weren't revealing products, we were revealing secrets and ideas.
2. Minimalism → sharp and effortlessly clever meant every word was a double meaning.
3. Anti-corporate → no façade or unspoken industry standards break down the fourth wall.
4. Community-driven → breaking down walls meant speaking like our part-owners and users.
2. Minimalism → sharp and effortlessly clever meant every word was a double meaning.
3. Anti-corporate → no façade or unspoken industry standards break down the fourth wall.
4. Community-driven → breaking down walls meant speaking like our part-owners and users.
BUSINESS GOALS & RESULTS
A voice that reflects:
the product: tech that feels minimal, beautiful and considered.
the users: language that is effortless yet welcoming is inspiring yet unpatronising.
