Tone of Voice guidelines
Tottenham Hotspur - Stadium brand guidelines
Brief: Create a distinctive brand voice for Tottenham Hotspur Stadium to establish it as a world-class entertainment destination.
Concept: Position the stadium as a cultural venue through three tone-defining pillars and a bold manifesto.
Execution: Authored the stadium’s first brand guidelines, providing writing principles and examples
Result: Empowered internal and external teams to align content with the stadium’s new identity, ensuring brand consistency across all channels.
Ernest Jones - Tone of Voice guidelines
Brief: Reimagine the brand’s tone of voice to support a wider rebrand and attract a new audience.
Concept: Build the voice around the manifesto ‘Celebrate your story’, encouraging storytelling and emotional connection.
Execution: Created tone pillars, dos and don’ts, and examples across web, social and print – bringing consistency and clarity.
Result: Enabled teams to write with confidence and personality, helping Ernest Jones connect with a broader customer base.
