Brand Voice
CHALLENGE
Craft a brand voice that felt authentic to the legacy PBS series American Masters, while also drawing in younger audiences.
SOLUTION
Distill feedback from team exercises to define the style and tone we’re aiming for and craft a brand voice one-sheet with guidelines, examples, and guardrails to clarify.
HOW I HELPED
EXAMPLE
American Masters now takes a more enthusiastic, active, and relevant tone. When a “master” passes away, rather than say “we’re saddened by,” we celebrate the person’s life and achievements.
MORE
I also helped to define the digital voice for Anthology Film Archives when I led digital strategy for the organization from 2013-2019.
Craft a brand voice that felt authentic to the legacy PBS series American Masters, while also drawing in younger audiences.
SOLUTION
Distill feedback from team exercises to define the style and tone we’re aiming for and craft a brand voice one-sheet with guidelines, examples, and guardrails to clarify.
HOW I HELPED
- Key contributor and leader in brand voice exercises.
- Write and edit copy for brand’s website, social, newsletters, press releases, and ads. When editing others’ writing, ensure style and tone are consistent with brand voice.
EXAMPLE
American Masters now takes a more enthusiastic, active, and relevant tone. When a “master” passes away, rather than say “we’re saddened by,” we celebrate the person’s life and achievements.
MORE
I also helped to define the digital voice for Anthology Film Archives when I led digital strategy for the organization from 2013-2019.