Project scope:

• Brand Persona. Distillation of the correct tone of voice for the brand.

• Traits + Attributes. Checklist for TOV sense check to ensure consistency.

• Tone + Style. Including tonal scale.

• Principles. Key phrases/words to associate with brand including word rejections.

• Applications. Tone of voice applications, brand positioning statement/taglines.

• Guidelines. Complete PDF guide exploring how to use the language, elements and treatments.

This was a full service project for skincare brand, Salvation Skin. The task was to build a brand identity across website copy, SEO, UX, product packaging, blog posts, email campaigns and social media.