Strategic Messaging and Website Copy for ISI Markets

ISI is a global provider of data, research, and analytics focused on emerging markets. Its core platforms, including CEIC, EMIS, and REDD, support financial institutions, corporates, and government bodies with economic data, company intelligence, and event-driven insight.

Through creative agency Designhouse, I was commissioned to support ISI with strategic messaging and website copywriting across multiple product and sector pages. The work focused on clarifying the commercial value of complex data products, aligning messaging across the portfolio, and creating a consistent narrative that reflects the needs of senior decision-makers.

Structuring a fragmented product narrative

ISI’s offering spans several platforms, each with its own dataset, audience, and use case. Over time, this had led to variation in how products were described, with overlapping language and inconsistent positioning across pages.

My work began by defining a clearer narrative structure across the site. This involved establishing how each platform should be introduced, how their roles differ, and how they connect as part of a broader intelligence offering.

The aim was to move away from feature-led descriptions and towards a more integrated view of how ISI supports decision-making across markets, sectors, and organisations.

Translating complex data into commercial relevance

The platforms themselves are data-heavy and technically sophisticated. A key challenge was expressing their value in a way that resonates with commercial and strategic audiences, without losing accuracy.

I rewrote product pages to focus on outcomes rather than inputs. This included repositioning data coverage, local expertise, and analytical depth in terms of how they support investment decisions, risk assessment, and market entry.

Care was taken to reflect the realities of working in emerging markets, where information gaps, speed of change, and regulatory complexity all affect how decisions are made.

Aligning messaging across sectors and use cases

In addition to product pages, I developed sector-specific content covering audiences such as investment and commercial banking, government and central banks, corporates, and professional services.

Each sector required its own framing, reflecting different priorities and pressures. The challenge was to address these differences without fragmenting the overall message.

This involved creating a consistent structure across sector pages, with clear introductions to each audience, broader sector context, and defined connections back to ISI’s platforms.

Refining tone for a senior, global audience

ISI’s audience includes senior analysts, economists, and decision-makers working across global institutions. The tone had to reflect this level of expertise while remaining clear and accessible.

I adjusted language across the site to remove unnecessary complexity and reduce reliance on generic or inflated claims. The focus was on precision, credibility, and relevance to real-world decision-making.

This included tightening headlines, improving flow across sections, and ensuring that each page communicates a clear and grounded value proposition.

Supporting long-term positioning

Alongside the core pages, I contributed to supporting content such as ESG messaging, platform overviews, and structural sections used across the site.

The work focused on building a consistent foundation that ISI can extend over time, whether through additional sector pages, product updates, or thought leadership content.

Outcome

The rewritten messaging and website copy provide ISI with a clearer, more consistent way to communicate its products and expertise.

The copy connects complex data offerings with commercial outcomes, aligns messaging across platforms and sectors, and reflects the expectations of a senior global audience.

The site now supports sales conversations, product positioning, and ongoing content development, giving ISI a stronger foundation for engaging decision-makers working across emerging markets.

Please get in touch to see some examples of this work.