TONE OF VOICE

I've created and consulted on tone of voice guidelines for 18 leading brands, charities and organisations. This includes Helping Rhinos, video agency Bouche, fintech company Soldo, marketing agency Forge, a soon-to-launch wellness destination, and research contractor Altheome.

I also worked with Verbal Identity on tone of voice guidelines, brand positioning and competitor analysis for Rightmove, the University of Cambridge, a luxury bicycle manufacturer, a global food brand, a market-leading beverage brand, a heritage Scottish whisky maker and a top-5 US art gallery.

In 2021, I created a 'Copy Playbook' for Skoot, a short and punchy overview of their brand tone of voice focused on real examples and practical tips.
 
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.

As a freelancer, 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.

 

See freelance examples below.
 
As the John Lewis & Partners Copy Lead, I commissioned and managed new brand tone of voice guidelines during their 2018 rebrand. Find out more about the new John Lewis & Partners tone of voice project.

 

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