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Sound Off

Innovation this, technology that. So, what's the story? Startups that ground their message in storytelling bring fresh perspectives to familiar concepts, and have a leading edge in a saturated space.

Maor Ofek

Jan 23, 2025

Verbal Archive

Ayoh adds a dash of verbal sauce to the classic sandwich sidekick with Molly Baz's signature flair, embodied in its playful, old-school-inspired verbal identity by CENTER.

Thomas Pokorn

Jan 13, 2025

Interviews

Meet Will Nicklin, Head of Copy at How&How (and mid-run brainstorming enthusiast). Here, he sheds light on what skills truly matter, favorite ways to procrastinate and fresh ideas to make our industry more inclusive.

The Subtext Editorial Team

Jan 9, 2025

Interviews

Tom Hoare, Senior Copywriter at Koto, shares insights on crafting verbal identities, effective team collaboration and advice for thriving in the industry

The Subtext Editorial Team

Dec 20, 2024

Verbal Archive

Casa Malka takes the throne with a commanding verbal identity that has crowns on, and pinkies up. All hail the queen.

Margaret Kerr-Jarrett

Dec 19, 2024

Interviews

Natalee Ranii-Dropcho shares her insights on building verbal identities and starting the strategy team at PORTO ROCHA

The Subtext Editorial Team

Dec 18, 2024

Resources

Our resource library is an ever expanding collection of inspiration curated for writers and creatives. Find helpful tools, recommended books and articles, invaluable websites, and more.

Featured

Discover copywriting insights from three essential books, focusing on language, responsibility, and creativity in branding.

Emily Coyle

May 22, 2024

Featured

Sound Off

Discover the journey behind Between The Lines, Zosia Swidlicka's zine exploring the often overlooked but vital role of brand language in shaping a brand’s identity.

April 10, 2024

Sound Off

Loah’s playful tagline charms, but does the rest of their messaging hit the mark? A review of the highs and lows of their brand identity and copy.

March 29, 2024

Verbal Archive

KesselsKramer helps hotelier citizenM challenge the hospitality industry's status quo with a cheeky, rebellious verbal identity that speaks directly to modern travelers.

November 22, 2024

Verbal Archive

West Hollywood's new texting platform uses bold, Gen-Z-inspired language, emojis, and creative campaigns to connect with residents, celebrating the city’s unique culture.

June 27, 2024

Featured

The Subtext's outside-the-box gift ideas to inspire and delight the writer or creative in your life.

December 10, 2024

Sound Off

Discover how reporting techniques shape compelling brand writing through interviews, research, and fact-checking.

September 6, 2024

Sound Off

Neil Whitfield makes a case for embracing American English, breaking down linguistic differences, and highlighting the evolution and cultural richness of dialects.

September 11, 2024

Featured

Pamela Henman celebrates The Subtext's success after one year, encouraging writers to submit raw, bold ideas, offering a space for free expression and creative writing.

July 31, 2024

Submissions

At The Subtext, we celebrate great writing and fresh perspectives. Have an article idea, new work to showcase or an interview request? We can't wait to hear from you.