I've created tone of voice guides for many B2B and B2C brands and have often been involved in the brand design process. I can help designers with brand story and meaning, and bringing to life brand worlds. I can help strategists express vision and mission statements, values and behaviours, value propositions and elevator pitches. I can also work out messaging and message architecture. I've written manuals, toolkits, films, guidelines and internal engagement materials.
Post Office
The Post Office is a British institution with a connection to everyone in British society. The tone of voice is built around three simple things: being open, friendly and helpful. The guidance included plenty of examples of how to get the tone right, plus general tips for better communication.
IAG Loyalty TOV
IAG operates the Avios programme for BA, Iberia, Aerclub and Vueling. They created a new business, IAG Loyalty, to sell their loyalty programme expertise to brands outside the group. The new brand's TOV is based on simple principles that signal expertise.
Nimbl app
Nimbl is an app created by by Nationwide USA. You get a plan to pay off your debts at a pace that works for you. Debt is depressing and can be overwhelming, so the tone of voice had to accentuate the positive and help people overcome their fear of facing up to finances.
Call It Spring
Extracts from the brand guidelines and tone of voice. Aimed at Millennials and Gen Z, Call It Spring is about connecting customers with fashion, style and each other.
