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.
What's in each collection guide?
Voice-how this collection's tone is unique but also fits within the Foster Grant brand voice.
Consumer attributes-who are we speaking to?
Collection qualities-What makes this collection different?
Collection overviews-standard, long, and short romance copy with product descriptions and collection taglines. These are meant to use wherever appropriate- web content, product packaging, social media, etc. These are also broken up into a template for changing the summaries when necessary, and using with SEO.
Phrases to use-category and collection-appropriate phrases.
Words to use-category and collection-appropriate words to use for branding and tone.
Words to avoid-to stay on brand
Alternative language suggestions
Terminology reference for spelling, branding, and legal claims
The final product
Foster Grant Brand Copy and Messaging Guidelines
Five category guides
Blue Light, Fits and Clips, Optical, Readers, Sun
55 collection guides
With unique personalities
Links to universal legal claims doc. for easy access
Terminology reference for collection and commonly misused or misspelled terms
Four marketing docs for quick access to collections
ONE
Intelligent and informative yet social and easygoing brand voice
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.
The final product
Comprehensive copy and messaging guide with campaign overviews to use across different channels
One brand voice
Approachable, inclusive, and compassionate, while remaining knowledgeable and confident
Multichannel Messaging
Some of the copy I’ve written was meant to work across different formats. I’d write standard, short, and long-form versions, adjusting each one to fit the space or context.
Industry
Retail, consumer goods, lifestyle
Brand
Foster Grant
Project
Multichannel Messaging
Voice
Informative and confident, while remaining lighthearted and fun.
Product
To-Go Travel Reader
Directed towards people over 35 who may not want to admit they need to bring reading glasses with them when they travel.
The summaries are meant to be informative with a hint of humor.
Standard description for social media, wider packaging, or shorter web pages
Vacation fixes a lot, but not your eyesight. So, make sure you take the To-Go Travel Reader with you when you go away. For the quality you deserve in the size that fits your needs.
Long description for web or print
Vacation fixes a lot, but not your eyesight. So, make sure you take the To-Go Travel Reader with you when you go away. Because it’ hard enough to fit everything in your bag even without the bulky glasses case, these are the solution to breaking your zipper or leaving your glasses behind. Constructed with unique magnetic closure and automatic open spring hinges, our To-Go styles are compact and take up less room in a pocket or purse while still providing all the reading magnification you need. Built with your vision in mind, this collection includes reimagined features like scratch and impact-resistant lenses with improved hard coating, and frames made with recycled materials. To-Go Travel Readers are the quality you deserve in the size that fits your needs.
Short-form for packaging, displays, or campaign tagline
The quality you deserve in the size that fits your needs.
Industry
Retail, consumer goods, lifestyle
Brand
Foster Grant
Project
Multichannel messaging
Voice
Informative and confident, while remaining lighthearted and fun.
Product
FG & Co. Sunglasses
This collection blends the classic styles our consumers love with modern innovations for enhanced comfort and functionality.
The summaries highlight how consumers can continue enjoying the timeless looks they know, now with added features and technology.
Standard for social or packaging
Take a classic style and add modern innovation, and the result is a fresh take on the timeless. FG & Co. presents your time-honored styles, renewed. Don’t change a look that’s been working, just change the way it works for you
Web page description
Take classic styles and add modern innovation and the result is a fresh take on the timeless. FG & Co. presents your time-honored styles, renewed with exclusive FGX lens technology. Polarized scratch-resistant lenses for color enhancement, patented 360° hinges, and 100% UVA-UVB protection bring these quintessential styles to the modern era. Here’s to a new way to wear an established look. Don’t change a look that’s been working, just change the way it works for you.
Product packaging, in-store display, or campaign
Don’t change a look that’s been working, just change the way it works for you.
