Monzo

 

Giving the much-loved English bank an authentically Irish voice

 

Giving Monzo
An Irish Voice

 

Launching a new bank is a delicate business. Launching an English bank in the Irish market (two countries with some, shall we say, history) is like playing football with the Book of Kells. Irish audiences are uniquely sensitive to lazy tropes and half-arsed copy from their bigger neighbours. Getting the tone wasn’t just important – it was essential.

 

Working closely with Monzo’s writers, brand managers, and strategists, we developed the Monzo tone of voice for Ireland – giving the much-loved Monzo personality an Irish accent that was more Daniel Day-Lewis than Gerard Butler.

 
 

We created a comprehensive toolkit to ensure consistency for future Monzo Ireland writers. This included detailed instructions on the correct use of “craic” and “grand”, as well as brand dos and don’ts (like not mentioning Oliver Cromwell).

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