Alpha Male Grooming


Freelance Salon – Strapline/Website Copy


To generate a strapline, tone of voice and all website copy. This idea was all about being an Alpha Male. About passionate people with hopes and aspirations. Groundbreaking and character defining actors, artists and designers. It’s about people who make important choices and stick by them against all the odds. People with beliefs and a vision, who will ultimately stand up and be counted. Above all it is a bold statement of intent in helping AMG and their valued customers to become the person they aspire to be.

The strapline I came up with was ‘Talent is in the choices’. A Robert De Niro quote, and hero of the owner of AMG. The tone of voice I developed was fun, quirky, informative and above all, very male-friendly.