Tone of Voice
I've been working on tone of voice with brands for 20 years. That's meant everything from creating initial strategy around audiences, key deliverables and messaging, through to physical TOV guidelines and delivering workshops on how to talk to customers.
Clients have included Dyson, where I defined and developed the tone of voice as Global Head of Copy, as well as Hasbro, PwC and Three mobile.
Dyson TOV book
Included research into consumer understanding and the message we wanted to convey. Then defined the principles of how to develop copy at Dyson, based on its engineering and technology background. The book incorporated style guidelines and was published in both physical and digital form, alongside me running regular workshops on voice and narrative for global markets.
Hasbro Monopoly guidelines
Games are fun, and we wanted to replicate that feeling in the style guide for the most famous game of all. This book used the Mr Monopoly character to give some brand story background and context, while making the guidelines more fun and easy to follow.
PwC digital
Keeping consistency across global markets is vital for PwC, and these guidelines helped them to deliver that message. Working with an agency, I helped them to get the TOV spot on for developers worldwide.
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