Brand Voice

Industry

Retail, consumer goods, lifestyle

Brand

Foster Grant

Project

Copy and messaging guidelines

Voice

Informative and confident, while remaining lighthearted and fun.

Foster Grant, a global sunglasses, readers, and optical brand, faced inconsistent messaging across channels. They hired me to create copy and messaging guidelines for their brand, categories, and collections.

I started by developing a universal voice for the overall brand, establishing a tone and attitude that would guide each collection's messaging. Once the brand guidelines were set, I created copy guidelines for each category and individual collection, focusing on finding a unique tone for each while staying true to the overall brand voice.

These key points provided the necessary context to get the voice right

Intro

Voice description with example

Where the brand comes from

Who the consumer is

Brand values

What the voice is not

Phrases that distinguish the brand

Words to use

Words and ideas to avoid

Alternative language suggestions

Terminology reference for spelling, branding, and legal claims

How each collection stands out while staying true to the brand voice.

THE CALIBLUE VOICE SOUNDS LIKE THIS  

Smart, informative, and very laid back. We speak to our consumers with an unassuming confidence because that’s who they are- relaxed, optimistic, and pumped that a collection this functional looks this good.  

We’re adding laid-back, casual, surfer-inspired language to the Foster Grant voice. 

THE FASHION VOICE SOUNDS LIKE THIS 

Informative, high class, but still fun and down to earth. Because this is a polished fashion collection that’s part of a brand that speaks to its consumers with respect and esteem. 

The fashion tone embodies the Foster Grant voice and adds touches of fashion-forward, cultured language. 

THE FOLD FLAT VOICE SOUNDS LIKE THIS

Smart, informative, and aimed at reaching our 35 plus year-old consumer, we’re using our regular tone with more direct language and a little less playfulness. Because the people who buy this collection don’t need a complex backstory, they need readers that look good, feel good, and improve their eyesight.

We’re speaking in our Foster Grant tone using words that emphasize convenience and practicality, meant for a slightly older consumer than some other collections.

Industry

Higher Ed

Brand

UMass Boston

Project

Copy and messaging guidelines

Voice

Knowledgeable and confident, yet approachable, inclusive, and compassionate

As a contract Digital Copywriter at UMass Boston, I noticed they had web and social media guidelines but no overarching copy and messaging standards. I offered to create them for their general style guide.

I explored various assets to understand the words, phrases, and nuances that shaped their voice, then crafted the overall guide.

What's in this guide?

Intro

Voice description with example

Brand history

Our audience

Brand values

What the brand is not

Phrases to use

Words to use

Campaign overviews

OUR VOICE SOUNDS LIKE THIS   

We speak with confidence, knowledge, and empathy. We are UMass Boston, and we are proud to create a level playing field and a more just, inclusive world. We’re proud to be in Boston, the epicenter of education, where our diverse group of students come together to unlock a world of opportunities. When equal access to quality education is more important than ever, we strive to provide an accessible education for all. We’re proud to be a university for the times.

We’re approachable, inclusive, and compassionate, while remaining knowledgeable and confident.