Back to our work

Circular website

1 min read

To meet their sustainability goals, manufacturers are looking to increase their use of post-consumer recycled plastic (PCR). Circular’s AI-powered digital platform makes it easier to see what PCR is available in the market and at what price — and the company called on Ascribe to revamp its website to better communicate the platform’s features and benefits.

How Ascribe helped

Many manufacturers struggle to meet their recycled plastic targets due to challenges finding suppliers as well as the variable pricing and inconsistent quality of PCR. As Circular prepared for the full-scale launch of its digital tool that makes it faster and less expensive to source and buy PCR, it realized its website had to do a better job of telling its story to a broader audience, rather than just prospects who already know about the company. Circular wanted to provide buyers and suppliers with a complete picture of the platform and its software modules, while also telling a compelling story about the need for industry to boost PCR adoption.

As part of a website redesign led by our partner Craft&Crew, Ascribe was brought on to draft the copy for the five main pages of the Circular site. After reviewing the client-provided background material, we developed questionnaires to guide our interviews with Circular’s leadership team. We then led a pair of one-hour sessions with the CEO to zero in on the core messaging to be conveyed throughout the site, as well as interviews with three other senior executives to get the details we needed to effectively write about the platform and its value. The sessions with the CEO also allowed us to give Craft&Crew feedback to further refine the sitemap, reducing repetition and unnecessary pages.

The new Circular website launched in March 2024 and was well received by the client. Across every page, our team developed crisp, copy-light content, working within the strict character counts of Craft&Crew’s wireframes and modules. Using a plain-language approach and drawing on years of experience writing concise copy on highly technical subjects, we provided web content that can be easily understood but without oversimplifying how the platform improves PCR sourcing.

Deliverable: Website copy

Our process:

Background material review
Questionnaire development
Content-gathering interviews with senior leadership
Writing and revisions
Coordination with web partner on site architecture and wireframe development

Learn more about our website writing services here

Learn more

Back to our work

Continue Reading

Marketing campaigns

2 min read

Mental Health Commission of Canada guide to dismantling structural stigma

Structural stigma creates real barriers for people with mental health or substance use (MHSU) problems who are trying to access quality health care. To help healthcare organizations dismantle structural stigma, the Mental Health Commission of Canada (MHCC) called on Ascribe to write a comprehensive guide filled with practical tips and advice.

Marketing campaigns

2 min read

Bell integrated solutions campaign

Bell wanted to reach medium to large Canadian enterprises with a compelling message: Bell has the right mix of solutions and expertise to address your most pressing business needs. To send that message across multiple channels, the Bell team brought on its longtime strategic content partner Ascribe to take the lead on envisioning and producing a high-impact marketing campaign.

Blog and articles

1 min read

Algonquin College Experienced Worker Centre success stories

The Experienced Worker Centre (EWC) at Algonquin College in Ottawa helps adults who have been laid off or are underemployed get access to the training and support they need to transition to new careers. To spread the word about the important mission of the EWC and give prospective clients an idea of what’s possible, the College turned to Ascribe to write a series of success stories.

Brand messaging and taglines

1 min read

Prometric messaging script

Prometric is a leading provider of technology-enabled testing and assessment solutions for credentialling and licensure organizations around the world. When the company needed to refresh its corporate communications, it turned to Ascribe to develop a messaging script to help effectively promote its innovative, AI-enhanced approach to fully customized testing.

Annual reports

1 min read

NAIT global engagement strategy

A primary goal of the Northern Alberta Institute of Technology (NAIT) is to produce an exceptionally skilled workforce for the province’s industries. Recognizing the important role international education plays in achieving that goal, the school turned to Ascribe to help develop a global engagement strategy that would serve as a roadmap to guide its internationalization efforts.

Copyediting and proofreading

1 min read

Canadian Institute for Health Information copyediting

The Canadian Institute for Health Information (CIHI) collects, analyzes and shares comparable and actionable data that supports health-care system improvement across Canada. To help achieve its mission, the organization turned to Ascribe to ensure its written materials were accurate, clear and free of errors.

Video scripts

1 min read

UNHCR cash-based interventions video script

The United Nations High Commissioner for Refugees (UNHCR) helps and protects the rights of refugees across the globe. That includes in Yemen, where a long-running civil war has made millions of people refugees in their own country. Ascribe was called on to draft the script for a video that would support UNHCR’s important work.