JOHN LEWIS & PARTNERS: A NEW TONE OF VOICE
 

 

As the Copy Lead for John Lewis & Partners, I commissioned and managed the development of new brand tone of voice guidelines for the 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 then wrote and managed all comms for the 2019 Oxford Street Menswear refurbishment in line with new guidelines.

 

Project overview below.