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. Wrote new language and style guidelines for the master brand. Introduced tone of voice and style guidelines for all sub brands. Communicated new guidelines to 150+ Partners and agencies. Wrote and managed all comms for the 2019 Oxford Street Menswear refurbishment in line with new guidelines. Project overview below.

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