The work
150+ pages, one voice, every property on earth.
Hard Rock Hotels needed web copy for its entire global portfolio, every single hotel, resort, casino and experience under the name. More than 150 pages of it.
The challenge with a brand like Hard Rock is the balance. I established and held a tone of voice that kept the cool, party-hard attitude the brand is famous for, while staying casually professional and effortlessly welcoming. Same voice on every property, in every market.
That balance is harder than it sounds, because a brand built on attitude has two ways to fail. Write it badly and rock and roll turns into cringe within a sentence. Write it across 150 pages, in different markets, with different hands on the keyboard, and it drifts until nothing sounds like the same company.
So alongside the 150 pages, I set the rules that stopped either of those happening, and then held them. What the voice does and doesn't do. Where the attitude belongs, and where it gets in the way of somebody trying to book a room. How a casino page and a family resort page can sound like the same brand without sounding like the same page.
The result is live across hardrockhotels.com.
Live at hardrockhotels.com ↗Not writing 150 pages. Setting the rules that stopped it drifting.