Very Tone of Voice
Tone of voice strategy and copywriting for a major UK online retailer, delivered in partnership with a London agency.
Tone of voice strategy and copywriting developed for Very, delivered in partnership with The Gate Worldwide in London. Following successful tone of voice work for other brands, I was brought in to lead the copywriting and linguistic direction for the project, helping bring Very’s new “Sparkle” brand positioning to life.
The work involved close collaboration with a wide range of internal stakeholders to define clear tone of voice principles based on agreed brand personality traits. From there, the focus was on translating those principles into practical, usable guidance across a broad set of customer-facing and internal touchpoints.
The result was a clear, flexible tone of voice framework designed to act as a guardrail rather than a rulebook, enabling consistent adoption by Very’s internal writers while allowing the brand personality to show up naturally across channels.