TOV GUIDE SAMPLES

Expressing a brand's true voice through copy is the key to communicating its character and values. That's why having detailed guidelines is crucial — they help brands find and amplify that voice, ultimately giving them a competitive edge. Over the last few years I've created guidelines for brands such as Reckitt Pro Solutions, Tesco Bank, BT, Castrol, Elton John Eyewear, Aviva Wealth, and Danone YoPro.

As well as developing guidelines, I specialise in pinpointing the ideal tone of voice for each brand, experimenting with various executions and adjusting them to help the brand find their desired tone of voice. Here are some sample pages from the guides I've worked on.