Following research interviews, we identified the need for a 'sub-tone' that would speak to a demographic outside of the Waitrose heartland customers.
The brief was to create a voice from scratch. I took the key direction of a friendly 'of the people' tone, and wrote the guidelines to be used for content across the app and marketing.
babylon wanted a set of clear and flexible guidelines for everyone in the company to follow. After discussing what the brand voice should sound like, I set about creating this document to offer best practice tips and advice for staying on-brand.