TOV GUIDELINES •
TOV GUIDELINES •
Getting the tone spot on for each and every project.
Nescafé Azera
Nescafé Azera had briefed us on a very specific project, with a very specific ask but they didn’t have their set ToV guidelines.
Before anyone got going on the creative brief, I created a simple 2-pager – signed off by the client – so we all knew who we were writing for, what they cared about and how the brand should approach them.
Mini Convertible
We had guidelines for all Mini models. But the F57 Convertible was so new, it didn’t have it’s own way to stand out. And it wasn’t like the rest of the fleet, this car was for open-minded people, who also liked open-topped cars.
I wrote mini guidelines for this Mini car to help all creatives on the project – from the copywriters creating OOH press ads to the social team writing CTAs.
