The Northern Ireland Design Alliance (NIDA) has made its Anatomy of Design talks available to watch online.

I’ve embedded one below, by Mike Reed of Reed Words, a writer with more than 20 years’ experience in the worlds of branding, design, and advertising. Mike has also been a judge and foreman in the Writing for Design category at the D&AD Awards.

The video lasts 48 minutes (with about 15 minutes of Q&A at the end). If you don’t have that long, I’ve timestamped a couple of spots where Mike talks about his writing projects (the second — for The Brink — is particularly good):

Watch from 13:45 — London Vision Clinic, design by hat-trick.

Watch from 17:57 — The Brink, design by SB Studio.

As Mike says, copywriting can be about much more than just tone of voice. It can form an integral part of a company’s brand strategy. And as David Ogilvy once said:

“Those who write well, think well.”

Catch the other Anatomy of Design talks on the NIDA website.