Cubematch is a global change management consultancy. Their original website was first built in 2019 with a light refresh in 2021. This site however didn’t reflect Cubematch’s ambition, their capabilities, or brand identity.
The team at Cubematch needed a modern, professional online presence that captured the essence of what it was like to work with Cubematch, both as a client and as a consultant.
This project was delivered in collaboration with Yo Kyoto! Studio, who led the design phase of the project.
Working with Tasmin Lofthouse from Fika digital was truly insightful. We had many brainstorming sessions where we dug deep into the company and brand to extract key information. The copy process was very comprehensive, Tasmin always made sure to involve all the key stakeholders, so no important feedback was left behind. Tasmin had a very collaborative approach and always made sure we were 100% happy with the content delivered, never hesitating to make tweaks when we felt we wanted something slightly different. She delivered high quality SEO-optimised content, bringing our powering change messaging back to life.
Justine Tournier, Group Marketing & CSR at Cubematch Ireland
During the research phase, the team at Cubematch expressed concerns that the current brand identity and voice didn’t accurately portray what it was like to work with them. From the outside, they looked cold and generic. But, on the inside, the team brought fresh and innovative thinking to projects, were enthusiastic and extremely skilled at what they do. We knew this needed to be better reflected in their website copy.
Our work together started with a collaborative research phase. Through a series of interviews with Cubematch’s Group Chief Marketing Officer, Chief Operations Officer, and Talent Acquisition team, we uncovered key priorities for their website copy, tone of voice, and the visitor experience.
These interviews are crucial for identifying key messaging for the website as they allow us to capture the internal brand perception and long-term vision, and identify their ideal audience’s motivations, needs, challenges, and experiences.
Following on from these in-depth brand interviews, I carried out deeper brand, audience, and market research. This included analysing available user data, reviewing competitor activity, existing company data, and current market reports. Then, I mapped out their messaging strategy through a detailed Brand Messaging Blueprint report that combined my analysis, findings, and recommendations.
Once the strategy was approved, I set to writing their website copy. I prioritised writing user-friendly copy that was clear, confident, and energetic. This writing style helped us move away from overly formal, jargon-heavy language that is often used in the industry and move closer towards a warm, inviting brand voice that reassures their target audience. This resulted in website copy that reflected Cubematch’s expertise.
Throughout the writing phase, I was also mindful of SEO, ensuring we naturally captured relevant search terms for each phase of the user journey. The flow of the copy was carefully planned to guide users through the site with purpose, whether they were a potential client or consultant.
Once the copy was approved, it was handed over to Yo Kyoto! Studio to implement the design phase of the project. I then worked closely with David at Yo Kyoto! Studio to ensure the copy and design worked together harmoniously. This allowed us to capture any copy that wasn’t working well with the design or vice versa.
After the design phase, the project moved into development and deployment. Once the new website was live, I carried out a free Copy Validation review. This is where I carefully combed through each page of their website to analyse key elements of their website copy such as clarity, SEO, and user experience. During this analysis, I also briefly reviewed any design considerations that may need actioning.
The result was a future-proof website powered by clear messaging, an improved user experience, and search-optimised copy that brings the Cubematch brand to life.
Sneak peek at the delivered copy
