Approach:

The first step was to define the ‘principles’ of the brand and experience. These principles or characteristics, define what the product wants to be to the people who use it.

I interviewed the CEO and teams who defined Garmie’s principles as ‘youthful’, ‘advisory’ and ‘camaraderie’.

I then created a voice chart, which laid the rules for how the brand should speak to its audience to convey these principles. This would act as a framework to guide the content, making sure it aligns with the company and user needs. It would also guide writers who joined the team, to ensure consistency.

Outcome:

• 100% of staff said that the brand’s personality was now “clearer” or “more defined”.