Keel London.

Keel London — Conviction branding

The Brief
Keel London, a branding and content agency focused on conviction brands, wanted help refining their positioning and developing compelling website copy. Beyond their own brand, they also needed support with strategic projects for their B2B clients.

The Strategy (Spine)
Working directly with founder Keith, I helped articulate what makes Keel distinctive in a crowded agency landscape. We focused on their commitment to conviction brands – those with clear purpose and principles – and translated this into a positioning that would attract like-minded clients.

The Voice (Soul)
I wrote SEO-optimised website copy and thought leadership content that demonstrated Keel's strategic thinking and creative capabilities. For their B2B clients, I developed product names for Güntner's cooling systems and creative brand strategies for EXA that reflected the same conviction.

The Brand Connection (Heart)
The work connected Keel's approach to branding – focused on clarity and conviction – with content that exemplified these values. By creating thought leadership that tackled substantive issues rather than trend-chasing, I helped position Keel as a genuine thought partner rather than just a service provider.

The Impact
The refined positioning and enhanced content helped Keel attract clients who value strategic depth alongside creative execution. The B2B work for clients like Güntner and EXA demonstrated their ability to bring clarity to complex offerings, reinforcing their reputation for conviction branding.

My Role: Agency positioning development, agency web copy, agency think pieces, LinkedIn posts, creative brand strategy, product naming.

In Action: Click the image below to read example copy co-created with conviction-led founder Keith - a man who knows who he is and sets about proving it repeatedly, regardless of circumstance.