Turnitin

I worked with Design Studio (London and San Francisco) on and off for a couple of years. Having written campaigns, pitches, brand manifestos, TOV documents and lots of other different shaped ideas for them, I was asked to try my hand at strategy for a couple of projects. This one was for Turnitin.

We were asked to submit a strategic proposal for their rebrand. Though they are an online portal used by students and teachers in academic institutions around the world, they have come to be known as simply an organisation geared towards catching plagiarists - not exactly a brand positioning with much long-terminism.

My thought was that, to look at what they do in a more positive way, rather than trying to snare cheats, their tools are actually there to encourage original thinking.

So, in the spirit of originality, instead of a standard strategic document, I submitted an essay to tell them just that.

1,619 words written in accordance with university guidelines, from the font choice down to the Oxford referencing.

Save the ketchup-covered pasta, I felt like a student again.

Give me a shout if you want to read the full thing.