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Tone and Voice Guidelines

I established a brand voice, developed a content style guide, and helped foster consistency of tone throughout the product experience.

CLIENT
Bowglass Works
ROLE
Content Designer
TIMELINE
3 Months
COMPANY BIO
Boutique glass blowing company based out of New York

Updates in progress

The Problem
  • Tone was inconsistent across product touch points (empty states, pop-ups, product descriptions, verification screens).
  • No content style guide in place to keep brand voice intact
The Solution
  • Advocate for consistency in brand voice
  • Larger emphasis on context in terms of phrasing and tone.
     
The Process
  • Research (conversation mining, review mining).
  • A/B testing
  • 5 second testing
When I first started at Bowglass, there was only one tone in place: excited.

Here's an example of what I mean, taken from one of his product descriptions.
whatev.png

"These pitchers are the only kind of pitchers you need! The sleek, elegant look of these makes for a great pitcher or a vase! Mix your favorite cocktail or cocktail or water in here and have it for any occasion! Or put your flowers from the farmers market or store in there!"

The funny part is that this is how the stakeholder/CEO actually sounds.  He's a walking exclamation point, a personality harnessed over time from selling his goods at crowded farmers markets.

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I'm not saying excited is bad, but consistency and context were lacking.  

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