Brand Guidelines | art'otel
Tone of voice.
art’otel had a big visual identity but lacked that same splash verbally. The brand was still in its infancy and needed a fully fleshed out tone of voice guide built from scratch. Starting with a one-pager, I set out the new principles across three pillars, with each one defining what luxury meant in the world of art’otel.
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Going in-depth.
Anchored by the ‘Be clever’, ‘Be clear’ and ‘Be cultured’ pillars, I created a hefty 46-page guide, breaking down what each one meant and how to express it. I set out how we should sound in different situations, laid out plenty of dos and don’ts to keep us consistent, and included a stack of real-life examples to show the whole thing in action.
Going in-depth.
Anchored by the ‘Be clever’, ‘Be clear’ and ‘Be cultured’ pillars, I created a hefty 46-page guide, breaking down what each one meant and how to express it. I set out how we should sound in different situations, laid out plenty of dos and don’ts to keep us consistent, and included a stack of real-life examples to show the whole thing in action.
Sticking the landing.
To bring the newly introduced guidelines to life, I created and ran a series of workshops in every region art'otel had popped up in, presenting to around 50 people in total.
Each was a hands-on experience where I got groups writing together to help embed the new tone of voice until it became second nature, as well as giving them something they could carry into their day-to-day writing.
