In 2021, I worked with Verbal Identity to create new tone of voice guidelines, brand positioning and competitor analysis for a global food brand and a market-leading beverage brand.


I was commissioned by John Lewis Finance to update their tone of voice guidelines to communicate trust and authority. I created a new guideline pack, style guide and tone of voice examples and communicated these to their creative team.


 In September 2020, I created new tone of voice guidelines and a new style guide for award-winning supplements company Wild Nutrition. After 'changing the face of vitamins' (British Vogue), this exciting brand needed a new written voice to support their expansion. I created an empathetic, intelligent and down-to-earth tone before creating key brand comms, including a new tagline and brand statement.


I commissioned and managed new brand tone of voice guidelines for John Lewis & Partners as part of their 2018 rebrand. This introduced a bolder, confident and contemporary voice, to shift the focus to services and drive authority in fashion. I wrote new language and style guidelines for the master brand, introduced tone of voice and style guidelines for all sub brands and  communicated new guidelines to 150+ Partners and agencies.


I wrote and managed all comms for the 2019 Oxford Street Menswear refurbishment in line with new guidelines.

Project overview below.