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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