A clear tone of voice for Lely International

About this project

I was asked to combine my recent experiences working on several strategic and marketing assignments for Lely into the creation of their copy guidelines. A tone of voice that fits the target group, is easy to implement and overall follows the brand values of the company.

The approach

After we have set the scope, I have started to outline the frame work. This answers the questions what should be in the copy guidelines. Once the frame work was ready, I was able to work on the content itself. Think of elements like a clear definition of the brand values, language principles, example copy and communication goals. The copy guide has a handy check list so colleagues can check if their copy is written according to the company rules. The copy guide can be used internationally.

More information

• Lely International