Tone of voice.
What’s a brand without a distinct tone of voice?
I built Afterpay’s first ever comprehensive tone bible from the ground up. And developed and defined every iteration following. What exists now is distictly Afterpay, policed to the comma, and lived and breathed by every creative working for the brand.
The first one.
I defined not only how Afterpay sounds as a brand, but also our core tonal pillars, comprehensive style guide, and who we stood for. Prior to this tone bible, there were few guardrails in place, meaning the brand voice was bitty, chaotic, and unownable. I delved into Afterpay’s founding story to peel back the layers on what the brand stood for, and who they wanted to speak to.
Iterate, iterate, iterate.
As part of a re-think of the brand’s look and feel, and in-line with work on the 2024 brand campaign, Own It, the CD (Design) and I partnered with New York agency Gretel to add some sparkle to Afterpay’s look and sound.
To the most recent.
Where we not only solidified our tonal pillars, but we defined a unique style to how we sound.
