BlaBlaCar

tone of voice | workshopping | branding | copywriting

The brief: I was approached by ride-sharing app BlaBlaCar to handle the tone of voice side of their rebranding project. They wanted to update what felt stale and bring their words to life, using a set of guidelines that their in-house multi-lingual copy team could get on board with.

The idea: I travelled to the Paris office multiple times, kicking things off with a workshop, to understand the landscape of carpooling across Europe, as well as their varied customer needs. The challenge was that anybody could be a carpooler, so their tone needed to work across multiple languages, ages, genders and social backgrounds. So instead of pinning the tone on any one of those things, I identified the mindset that held all their customer groups together and based it on that instead. This project was a true collaboration, and I can still see the tone being used on the website today.

Please note: all my brand work is under NDA, so what you see below is a small snippet of the full guide