Giving a name to a brand, finding the right tone of voice, turning a strategy into words: this is the work of Alessia Accornero, a copywriter at RBA Design.

Between naming, copy, back-of-pack texts and strategy, Alessia follows projects from the thinking stage through to final delivery, working every day alongside designers, art directors and strategists. Since joining the agency four years ago, she has found in RBA Design a multidisciplinary environment where words and design are born together, constantly cross-pollinating.

“What I've learned most over these years is how to work with very different people, adapting my personality without losing myself. It's a job of constant cross-pollination: my words ‘pollinate’ the designers' projects, and every collaboration also changes the way I write.”

For Alessia, in fact, collaboration is an integral part of the creative process.
At RBA Design, the concept of the “creative pair” expands to involve different professionals, each with their own skills and sensibilities. Alongside creativity, though, there is always strategy, an aspect Alessia considers fundamental in her work as a copywriter.

“Even the most creative idea may not work if it doesn't meet precise objectives. At RBA Design, I've learned how important it is to start from an analysis of the market, the brand and its needs to build truly effective communication.”

Writing for a brand, in fact, means entering its identity and interpreting it in the most authentic way possible: “Writing well and writing for a brand are two different things. Having a personal style is important, but when you work for a brand you have to be able to adapt tone of voice and language. It's a bit like lending your voice to someone else.”

With her strategic and creative approach, Alessia contributes every day to transforming ideas, values and identities into words capable of telling them in a clear, recognizable and contemporary way.