Martin Phillips is one of Northern Ireland's most established flooring names, four decades of quality floors and dependable service since 1981. We'd run the social for years, long enough to feel the gap: a business full of warmth in person still sounding like a price list online. So we put the change to them ourselves, bring the warmth of the shop floor to the feed and move a product-led presence toward genuine personality, without loosening the trust the name had spent years building.
We developed a refreshed tone of voice built on Northern Irish warmth and humour: confident, a little cheeky, always relatable. The shift was from describing the product to speaking to the person living with it: home truths about family life, adulting and keeping a house nice, always anchored to a real benefit so the humour had something solid underneath. The imagery stayed premium and aspirational while the voice came down to earth, beautiful floors talked about the way a mate would.
Three disciplines keep the cheek trustworthy. Every joke earns its place, carrying a real product truth underneath. Premium picture, down-to-earth voice: the tension between the two is the personality. And with, never at: the humour laughs alongside the customer about shared truths, steering well clear of anything divisive.
The refresh gave Martin Phillips a distinctive, ownable presence in a category where much of the competition sounds alike, a flexible platform for everyday content that speaks personally to a broad audience while protecting the premium reputation built since 1981. A brand people would follow for the laugh, and remember when it's time to buy the floor.
Client
Martin Phillips Carpets
Discipline
Brand & Social · Northern Ireland
Services
- Tone of voice development
- Social content strategy
- Copywriting & messaging
- Creative concept development
- Campaign visual direction
- Brand consistency guidance
