ToV CREATION & development, 2023

In 2023, I was commissioned by the award-winning advertising agency BETC to develop the tone of voice (ToV) guidelines for a major global luxury retailer. Building on an existing brand platform, visual identity, and strategic foundations, I studied the brand’s core beliefs, values, and customer insights, extracting key information to create the foundation of the new guidelines. I also conducted further research on the brand’s history and customer base to ensure the ToV would resonate with the audience.

Designed to support consistent communication across markets and channels, the final tone of voice guidelines serve as a compass for internal teams and include the brand’s background, ToV building blocks and pillars, copy examples, and simple rules to stay on brand.

For confidentiality reasons, detailed examples of the guidelines are not publicly available.