Tone of voice guardianship.
Mint Velvet, 2021.
In June 2021, I was challenged by the Creative Director to look at the Mint Velvet tone of voice and re-define it.
After over 3 years writing for the brand, this was a good opportunity to come out of ‘auto pilot’ and revisit the brand pillars, really think about the words and phrases we’d been using historically, and get some real clarity around how the tone of our copy should flex across our different channels.
This is the resulting pack that we presented to the CEO to be used by the wider teams: it shows the brand TOV ‘in action’.
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