Tone of voice
I was asked to write a tone of voice guide for Keyline, a division of Travis Perkins, to coincide with a design rebrand. Existing copy was written by a wide range of people and varied from stiff and formal to functional but abrupt. They were unsure how to talk to their customers and desperate for some consistency.
I began with a review of their current communications, and from there produced a guide to help anyone writing for the brand. Keyline asked for a full version of this, plus a shorter, checklist-style guide to use as a prompt. To help with the consistency issue, I also wrote a separate style guide.