BRAND VOICE · CREATIVE DIRECTION

Did you know AIcan't build a brand?You need a designer with taste to craft a brand experience.

a creative director with 19 years across brand, advertising, and product design.

THE PROBLEM

Your work has changed.Your words haven't.

— symptom

You survived the loans, shipped the product, and raised your prices. You turned away work you would have begged for three years ago. The company grew up. The brand didn't. Your site still sounds like the version of you that was hoping someone would take a chance: careful, eager, a little generic.

— diagnosis

I know that climb from both sides. I've built things, and I've watched it happen to a hundred owners since. Your best clients hired you anyway. Instinct. A referral. Sometimes in spite of the words, not because of them. So let's be honest: the work is already good enough. The words are still introducing a stranger.

THE WORK

Four phases. One to three weeks.

Case Studies

MEASURINGBRAND HEALTH

Airbnb Super hostBRAND VOICE SCORE

Jessica & Chris

Treehouse in Huntersville, North Carolina

Superhost status. 4.96 rating across 200+ stays. Guests book the experience — the listing copy describes a cabin.

5291

Score moved from 52 to 91 out of 100.

Score moved 39 points after one rewrite cycle. The voice now matches the experience guests actually have.

The Audit - Six DimensionsBEFORE → AFTER
Specificity

The title said private cabin. The photos showed a treehouse. Guests had to click through to learn what they were actually booking.

The opener names the treehouse, the suspension bridge, and the canopy sleep — the details guests already see in the gallery.

Generic Language

Peaceful retreat, perfect getaway, escape the everyday. Language any listing in the county could paste in unchanged.

Concrete particulars: outdoor shower, sky-view bed, walk to Main Street. Words tied to this property only.

Point of View

Copy read like a template. No host voice, no stance on who this stay is for or why it is worth the drive.

Jessica and Chris sound like themselves — warm, specific, proud of the build without overselling the magic.

Voice Consistency

The welcome note was personal. The headline was generic. Reviews described an experience the title never promised.

Title, description, house rules, and welcome message speak in the same voice end to end.

Hero Clarity

After five seconds a guest still could not tell if this was a cabin, a treehouse, or a room with a nice deck.

The headline answers what it is, who it is for, and why a 4.96 across 200 stays matters here.

Stance vs. Claim

Unique stay and memorable experience with nothing underneath. Claims without evidence on the page.

Ratings, review language, and specifics do the claiming. Copy sets up proof instead of replacing it.

Primary Improvements

  1. Lead with the treehouse, not the category.

    The biggest mismatch was experience versus label. Rewriting the title and first paragraph around what guests actually book fixed the positioning problem in one pass.

  2. Pull Superhost proof above the fold.

    The 4.96 across 200 stays was buried in badges. It now sits where a skeptical guest looks first — next to the promise, not under it.

  3. Align photos, copy, and reviews on one story.

    Reviews already said treehouse and magical. The listing now uses the same words those guests use, so the voice matches what the gallery already proves.

07 / FREE AUDIT —

Request a Free Brand Evaluation

Six dimensions. Two hours. Yours to keep.

— what you get

Brand health score.

3 recommendations based at a glance.

— what it costs

20 minutes.

Six questions.

Three links.

— what's next

Pick a package

set up time to chat

about next steps.

Specificity · Generic Language · POV · Voice · Hero Clarity · Stance

Directional read. Not the full audit.

Request the mini-audit →

05 / WHO IT'S FOR —

Who this is for?

— right fit

  • You can articulate the business in conversation but it falls flat on the page.
  • You've outgrown the story you told in year one.
  • You want one experienced person, not an agency or a junior.
  • You'll read feedback as data, not verdict.
  • The brand matters to you.

— wrong fit

  • You want someone to "make the copy pop."
  • You're collecting audits the way you collect newsletter subscriptions.
  • You want a deck of options to choose from.
  • You'll read feedback as criticism.
  • The brand is a line item.

The Investment

Three packages for solo founders and small teams.One outcome: your voice on the page.

STARTER

Best for
Solo founders, personal brands
Brand voice document
~10 pages
Landing page
One page rewritten
Direct communication
Email
AI setup
—
Email templates
—
Discovery
2–3 days
Revision rounds
1
Timeline
1 week

$1,500

Brand Voice + Landing Page

Schedule a call

Recommended

STUDIO

Best for
Teams of 2–5 with a shipped product
Brand voice document
~10 pages
Landing page
One page rewritten
Direct communication
Email + Slack
AI setup
Claude writing assistant configured to your voice
Email templates
—
Discovery
~1 week
Revision rounds
2
Timeline
2 weeks

$3,500

+ AI writing assistant

Schedule a call

SPRINT

Best for
Teams of 3–5 scaling year 2–3
Brand voice document
Expanded, role-specific
Landing page
Full rebuild (homepage + 2)
Direct communication
Email + Slack + weekly call
AI setup
Full AI workflow: assistant + voice-trained prompts + handoff doc
Email templates
Welcome, outreach, support
Discovery
Up to 2 weeks
Revision rounds
3
Timeline
3 weeks

$7,500

Full Brand Voice Sprint

Schedule a call

07 / ABOUT —

Why does this work?

Because the problem was never the words.

The gap between what you do and how you describe it is always structural — not stylistic.

Paul Banks

CREATIVE DIRECTOR, PAUL BANKS DESIGN

I've spent 19 years watching how people talk about things — and noticing the gap between what a business does and how it describes itself. That gap is always structural, not stylistic. You can't fix it by changing the adjectives.

The work I do applies design-systems thinking to language. It's diagnostic first: find what's actually wrong, then build the voice architecture that fixes it. Not a single polished rewrite. A system you can use to write consistently, indefinitely.

I've built product and brand voice across a wide range of contexts — digital agencies, brand consultancies, in-house product teams. Clients have included Credit Karma, Sony PlayStation, Samsung, and Peloton. Most recently, lead product designer on an AI intelligence platform.

Charlotte · 2026
Experience
19 years
Discipline
Creative Direction · Brand Voice · Product Design
Background
Razorfish · Huge · Grey NYC · Frog · Ancestry
Based in
Charlotte

Questions worth asking.

09 / START —

CURIOUS

You describe where the voice is breaking down. I tell you whether — and how — I can close the gap. If the fit isn't there, I'll say so.

Book a 30-minute call →Or get a free mini-audit first →

THREE PACKAGES · $1,500–$7,500 · ONE CREATIVE DIRECTOR, NO AGENCY