On brand copy, community, and the craft of writing: an in-depth dive into Between The Lines

Responding to the often-overlooked voice of brand language in the glitzy, aesthetic-led world of brand identities, Between The Lines is a publication by the verbal branding studio, Opening Line. It’s a comprehensive exploration into the realm of brand language, with a mission to illuminate this critical field, underscoring the joy and endless potential of words in the creative journey. Adorned with a strikingly vibrant neon green cover, the pilot issue, created in collaboration with design studio Extract, showcases insights from industry luminaries – Seun Areoye, Ayo Fagbemi, Zuki Sedgley, Ashley Johnson and more. They delve into a variety of topics, from brand guidelines and the role of writing in the AI era, to the intersecting worlds of language in branding and advertising. For a behind-the-scenes look at the ideation, evolution, triumphs, and challenges of this highly-praised publication, we had a chat with Opening Line’s Zosia Swidlicka and Extract’s Chris Vickers. Chapter 1: Between The Lines PT: Hi Zosia and Chris! Now the dust has settled a bit, how would you say the launch went? How does it feel to see your (and your collaborators’) neon-green bundle of words and ideas out in the world?