Client: A British Columbia credit union with multiple branches.

Project Summary: Establish new brand voice and tone guidelines.

Role: Content Strategy, Copywriting, Training and coaching of the in-house content team.

Goal: Take marketing and content stakeholders through a brand voice and tone exercise to establish a representative personality to adopt when writing and creating content for the future site and marketing materials.

Tasks included: Walk the client team through various brand exploration exercises to pinpoint key personality  traits of the new brand. The example below shows the final brand personality settled on and the various voice, tone, and style traits that copywriters and other content contributors should adopt when developing future content.