Russell Norris

British Land & Storey Connect

Creating the next generation of flexible workspaces that power productivity

— PROJECT NAME

British Land:

Storey Connect


— ROLE

Copy Director

@ R/GA London


— DATE

Dec 2018

British Land wanted to transform from a property business into a brand with a portfolio of managed office services. They'd recently launched Storey, their new flexible workspaces, in 11 locations across London. Now they needed a user-centric system that would give tenants the most from their work environment.


I wrote all of the microcopy for this new app experience. From booking rooms and planning events to discovering the local area and welcoming new guests, I guided users through one intuitive experience that helped them maximise their day and get more done.

Onboarding cards for new users, when they first opened up the Home screen.

Microcopy

in action

The Home screen, the navigation menu, the calendar view, the room booking flow, the optional add-ons, the content modules containing room specs and restaurant descriptions – every single element of the UX and UI needed careful copy attention. So every word in our interface had to work at its hardest.

Atomic design needs an atomic voice


Our app followed atomic design principles and I mirrored this with our copy approach. I wrote a TOV that built on British Land’s existing voice and let us speak in a more modular, systematic way. This led to a new room naming system that captured information in the most accessible, on-brand way. (Read through some copy principles and room-naming theory below.)