SAAS Copywriting Project


Our Client

The cloud-based solutions provided by Berkeley-based Kintone helps over 10,000 companies to make teamwork better and more fun. When it was time to refresh and relaunch its website, Kintone knew it wanted a one-of-a-kind brand voice that conveyed ease, lightheartedness, and effusive cooperation.

With a website written by MarketSmiths, that’s exactly what they got.

Our Challenge

How do you make workflow software playful—without losing the workplace seriousness? How do you extract pure human silliness from a concept that exists for efficiency’s sake—and do ? How do you make copy fun—without crossing the line into snark or sarcasm?

The Result

The website copy we delivered can make you feel 10 lbs. lighter just reading it. Set amidst koalas, tigers, and guitar-strumming robots, Kintone’s new copy invites workers to “set their data free.” It conjures a workflow akin to “a happily raging river.” Redefining the company’s voice, just as their own workers redefine corporate norms, Kintone’s new copy feels pivotal and transformational. After finishing, Kintone asked us to write a series of HR-focused blog posts. They converted this to an ebook, without making any changes. You can see some of the results of both projects for yourself below; the words are ours, the design is not

Just wanted to let you know the articles were pretty damn great. Really solid, professional work.

We’ve submitted them to our design agency for the ebook.

Thank you for the great work. —Content Marketing Specialist, Kintone

Ebook Writing
Ebook by MarketSmiths

MarketSmiths ®

Copywriting for Humans ®

For insights on brand positioning and corporate thought leadership.

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Digital by MadPipe. Photography by Chellise Michael.

Content Marketing Services

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