Behind the Rebrand: How Dock Set Sail with a Bold New Voice
After almost two decades in the industry, we were ready for a change. We had grown, our services had evolved, and our IGOO brand no longer reflected who we were
It was time to chart a new course.
But more than just a new name, our rebrand was an opportunity to create a voice that captures our personality - approachable, local, and with a splash of Scouse humour.
After working with the fantastic team at The Co-Foundry to come up with our new Liverpool-inspired name, Dock, and create a clear brand blueprint, we commissioned local copywriting specialists Soloco Creative to help bring our message to life.
Here's their story of how they approached our brief without getting lost in an ocean of seafaring references.
Understanding the Dock Difference
From the get-go, it was clear that Dock wasn't your typical web agency.
They're hands-on, approachable, straight-talking, and rooted in the Liverpool business community. They make the technical stuff simple and focus on building websites that help businesses grow.
Our job was translating their process into copy that felt as fresh as their new identity while staying true to the core values that guided them since 2005.
Charting a course: Research & Discovery
We got to know Dock inside out before a single word hit the page. That meant:
Diving into Client Insights: We combed through client interviews and testimonials to understand what people valued most about working with Dock.
Exploring Competitor Waters: We reviewed competitor websites to find opportunities to make Dock stand out.
Learning the Ropes: We familiarised ourselves with Dock's platforms, processes, and industry lingo to make sure the copy was accessible, accurate, and compelling.
Through this research, one thing became clear - Dock's strength is making web development feel straightforward and approachable without cutting corners on quality.
Finding the Right Voice
With a maritime-inspired name like Dock, jumping headfirst into nautical wordplay was tempting. And, to be fair, we did.
Early drafts were awash with seafaring expressions like "set sail," "ebb and flow," and "all hands on deck." Fun? Absolutely. But after reviewing the copy with the Dock team, it was clear we'd gone overboard.
So, we anchored the writing in five core copywriting principles.
1 - Proof: Support every claim with actual client results.
2 - Clarity: Use clear, jargon-free language that any business owner can understand.
3 - Benefits: Focus on what matters most - how Dock helps propel businesses online.
4 - Research: Explore their deep industry knowledge to build trust and authority.
5 - Specificity: Don’t make vague promises - just real, tangible outcomes.
Using these principles as our compass, we refined the tone to be informative and engaging, with a hint of maritime flair and a touch of tongue-in-cheek Liverpool drollness to reflect the new brand identity.
Smooth Sailing: The Final Destination
The new Dock website reflects who they are - a forward-thinking, friendly development agency that delivers genuine results. The copy is:
- Approachable: Warm, conversational, and easy to understand.
- Local: Rooted in Liverpool, with a tone that speaks directly to the businesses they serve.
- Expert: Clear and professional, with no fluff or filler.
And while we kept the nautical nods in check, you'll still spot the occasional splash of maritime humour. Because while Dock is serious about their work, they're never too serious about themselves.
Ready to Set Sail?
If you're looking for a web development partner who cuts through the noise and delivers websites that work, Dock is your crew.
Get in touch today and propel your business online.
