BRAND VOICE STRATEGY - COS, H&M GROUP

PROJECT OVERVIEW

In 2019, I developed and implemented a new tone of voice (ToV) for the COS website. Working closely with UX and the marketing team, I helped pinpoint key areas in need of development to improve the customer's online shopping experience. 

Alongside A/B testing, I reformatted the product descriptions, adding informative bullet points to improve readability. Additionally, I moved fabric composition and care instructions from the details tab to the description, ensuring all necessary information was provided on the main product description page (PDP).

After studying the ToV and brand pillars, I researched and implemented a new way of writing, expanding the COS word bank and introducing an elevated tone with a hint of playfulness to better reflect the COS personality. I also worked closely with the SEO team, using analytics to incorporate relevant keywords into the product page, improving website traffic and customer engagement.

PREVIOUS TONE OF VOICE