The brief

Define Filestage’s brand voice to improve consistency across the website and product.

The process

As their first full-time creative hire, I walked into a mess of styles from different freelancers. With the Head of Marketing's blessing, I set myself the task of developing a unified personality for the brand. I ran asynchronous workshops with the leadership team, pitched them my ideas and took their feedback onboard. I then put all this together to create the brand’s tone of voice guidelines, plus a separate set of more specific writing guidelines.

The results

A brand personality and tone of voice that’s since been used by 10+ writers, designers and content creators – and it’s still in use five years later.