TONE OF VOICE DEVELOPMENT, 2022

In 2022, I worked closely with the marketing team to develop a refined tone of voice (ToV) platform to coincide with the bank’s homepage redesign. The objective was to optimise copy across Monument’s digital channels, striking the right balance between premium simplicity and engaging storytelling, while resonating with high-net-worth customers.

Throughout this process, I reviewed and used the existing brand personality framework as a foundation to rewrite existing copy and create new copy for the bank’s digital channels, including homepage content, newsletters, and the bank’s current tagline, ‘Save. Build. Live.’ The result is a stronger, more consistent voice that supports both day-to-day communications and the broader brand platform.