Brief
Define and document the brand voice for British online childrenswear retailer Childrensalon, establishing the tone, vocabulary, and personality that will guide all editorial and marketing copy across the site, email, social media, and packaging.
Work
Working closely with the marketing and creative teams, and in collaboration with the leadership team, which includes founding family members, I developed and presented a comprehensive brand voice guide that captured the considered, knowledgeable, and warmly authoritative tone that defines Childrensalon’s editorial identity. The guide covered vocabulary dos and don’ts, tone across different content channels, and examples of copy written in and out of brand voice.
The result was a living document that became a go-to reference for all content creators across the business, keeping the brand voice consistent whether writing a short product description, a long-form feature, or a snappy social caption.
Below are excerpts from the brand voice document, including pages taken from the supporting Writers’ Toolkit document: a handbook guide to writing for the business, touching on grammar, punctuation, and house writing style.
