The Writer homepage Desktop

The Writer How do you reduce bounce rate and increase fortune 500 leads?

The Writer is the world's largest copywriting agency with offices in both New York and London. With an impressive roster of clients including HSBC, Google, BBC, Barclays, EA, Accenture, American Express, Mercedes, Unilever (the list goes on!), they needed to find the right agency to modernise their twenty-year-old brand.

A shortlist of the world's leading brand and web design agencies was drawn up to pitch, so we were thrilled to be selected, and even more so when it was time to sink our teeth into the project.

Our challenge was to create a new brand that retained the essential personality of their existing brand but with a modern flare and the flexibility to work across their extensive suite of assets including website, presentation templates, Word documents and countless other pieces of collateral. / London, UK / 2019

Our Solution at a glance


Global rebrand rolled out across print and digital.

Graphic design of corporate assets such as PPT docs and marketing collateral.

NuxtJS™ website for a beautiful, high performing browsing experience.

Craft CMS™ for ultimate website autonomy.

Challenging the convention

The Writer experiments route 1 designed by Function & Form

The brand identity task began with a collaborative workshop with the client. Our approach was to push boundaries by testing slightly more avant-garde routes first, designed to trigger strong opinions at The Writer. This approach helped us to gain honest feedback and those gut reaction feelings we needed to steer our path towards an even more successful endpoint.

Fine tuning the magic

The Writer brand route 2 by Function & Form

Iteration and refinement further honed our ideas, with exciting and unique potential routes for The Writer.

Reeling in the winning route

The Writer final brandboard by Function & form

The final route that the stakeholders at The Writer chose was a unanimous decision. With a strong typographic premise, unique use of texture, and dynamic application of illustration, it was the perfect expression of a brand who's storied history and reputation for excellence has made it one of the most enduring agencies of its time.

Outstanding service from Todd at Function & Form. He delivered a new visual identity, website and brand collaterals on time and on budget. I recommend their services.

Antoine Loux – Digital Transformation Director at The Writer™

Armed with the new brand, we turned our attention to the website

The Writer Blog Listing Desktop

A dynamic content hub, entitled 'Our Thoughts', packed with articles, podcasts, whitepapers and other media, offered a curated outlet for their musings, insights and updates.

The Writer Blog Article Desktop

Articles were given a consistent look, while pulling more focus towards their writing, by making all imagery black and white throughout the site. This also meant that the stock imagery often used by The Writer felt fresh, unique and not easily recognisable as stock.

The Writer Reports Desktop

The Writer's Whitepapers were gated behind Salesforce™ Integrated form providing valuable leads to follow up on.

The Writers Tools Styleguide desktop

Writing tools were a major feature, bringing in huge amounts of organic traffic. This area is dedicated to an ever-growing toolkit of assets including a readability checker and style guide, designed to help other writers improve their skills.

The results in numbers


Increase in sales per month via the contact form alone

Drop in bounce rate

Increase in time-on-page

Increase in new leads generated via the website

Creative direction to keep the brand fresh

The Writer Marketing Collateral by Function & Form

On-going marketing collateral is provided to The Writer, within our retainer package. This helps them drive growth and ensures brand cohesion across all their customer-facing efforts.

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