I was commissioned to create a Jaguar Tone of Voice manual for the UK client. Working closely with the team at Spark44, I made sense of the work done over the previous year, imposed structure and annotated examples of good and bad execution. This resulted in a new handbook with simple, clear guidelines and examples from every aspect of the business.
Prior to this, I worked on Jaguar's new website for six months. I was responsible for overseeing and implementing tone of voice, reviewing copy from the team of three writers and outside agencies' work, as well as writing large chunks of the site. You can see the site here.