We write fun stuff.
If we didn’t, we’d get bor– oh look, a butterfly.
Mustard is a tiny, tangy, copywriting agency in Sydney. Our writing aims to be Not Boring, because we believe that you – and your audience – deserve to be Not Bored.
You deserve Mustard.
Now, you might be thinking: “a boutique copywriting business? Have you, er, read the news?”
Yes, Artificial Intelligence exists. Its gigantic digital vacuum continues to glurp up all of human content and sell it back to us. AI does a good job of writing. In many cases, it’s good enough.
But sometimes … it’s not. Sometimes, you’re going to want – going to need – something that the world has never seen. Writing that makes the hairs on the back of your neck stand up, pack their things, and pursue a career in the theatre. Writing that is backed up by authentic human thought and lived experience. Writing that didn’t originate from a data centre in a desert.
Sometimes, you need writing that is powered by a hot yellow condiment.
Fan faves.
Some of Mustard’s greatest hits.
What we offer.
From the rigorously-researched and technical, to painstakingly-crafted whimsy that would give a zebra hiccups. We’ll do, and have done, the following.
Copywriting
Copy that doesn’t bore people. We’re talking headlines, packaging, clever words, funny words – words that defy the very GODS themselves. Words that laugh in their faces; that make them say “hey, stop that”.
And behind this cascade, surreptitiously stealing its way into your audience’s collective consciousness: your message. Clear, concise, and wrapped up in a deliciously-digestible package.
Dastardly, really.
Tone-of-voice
How does your brand sound? A chorus of professional nightingales? Or a lone goose honking in an abandoned quarry?
If you’re not too sure – or just think some sprucing up is in order – we’ll run a workshop to identify your brand voice. We’ll bring biscuits, and we’ll share them with you.
Armed with workshop-wisdom and powered by biscuits, we’ll set to work making your comprehensive tone-of-voice guidelines. You’ll be the proud owner of personality, principles, and a ton of handy examples to ensure your brand sounds like your brand. Honk.
Scripts
Scripts that sell a product, proposition, or service.
Scripts that are weird enough to be interesting, but not so weird that you’re put on a watch list.
Scripts that beg to be read aloud. Or scripts that become pixels, swooping daringly on tiny screens.
Scripts with satisfying complexity or refreshing simplicity. But always – always! – scripts with clarity. (Unless you don’t want clarity, in which case we’ll obfuscate it to death. Go to hell, “clarity”.)
Naming
Have a new company, service, or product, but you can’t think of a name other than “Richard”?
Naming seems straightforward, doesn’t it? But as millions of would-be namers have discovered: there’s more to it than you think.
Send Mustard on an etymological expedition. We’ll unearth rare and captivating names for your product, or service, or first-born – along with nifty post-rationalisation to back it up. Even Richard will love it.
“We have worked with Ian and the team at Mustard on a wide range of verbal identity projects over the last few years. From architects and arts festivals to streaming services and sausages, Ian brings a curiosity, intelligence, joy and craft to everything written, said and read. I would highly recommend adding Mustard to your next project.”
Christopher Doyle
Christopher Doyle & Co.
But wait!
There is more. We’ve also written tone-of-voice, motion graphics scripts, and positioning copy for these fine folk.
CareSuper
with Push Collective
TikTok
with Christopher Doyle & Co
Those Architects
with Christopher Doyle & Co
Sydney Festival
with Christopher Doyle & Co
Light & Fury
with Light & Fury
Service Tasmania
with Futago
Upcover Insurance
with Christopher Doyle & Co
UNSW
with Ketchup Partners
Pfizer
with Chuck Media
Myee Collective
with Harley Johnston Design
IconByDesign
with Harley Johnston Design
Sonder
with Never Sit Still