Selfridges

tone of voice | content playbook | social media

The brief: the Selfridges social media team asked me to come in and help them develop a tone of voice that allowed them to be the digital welcome party for the iconic British brand. With a young team and a broad audience, the challenge was how to streamline copy and help it appeal to everybody who follows Selfridges online, all while in keeping with the editorial team’s existing tone of voice.

The idea: I workshopped with the full team and and sat individually with team members to get to the root of any challenges. There was a degree of education involved in this project, helping junior team members to think differently about their social media captions, in order to write with impact. So the resulting playbook looked not just at tone, but the hows and whys of every channel. It was designed to be a place they could refer back to for a refresher any time they needed.

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