Check out my past work
I’ve worked on tone of voice projects for a huge variety of brands, from the out-of-this-world One Planet Pizza to the slick, stylish BLANK.
What do they all have in common?
Unique voices that go beyond “warm and friendly.”
A personality you’d recognise.
Comms that are so consistent you’d think they were all written by the same person.
Want to peek into a real-life tone of voice project? Scroll for some examples…
Or, you can have a look at some things I’ve written
Some of my clients
Octopus
The Octopus marketing team, led by Jen, juggled lots of different audiences, channels, and contributors with every bit of content.
There was a general feeling that a few people understood what made a piece of writing “feel like Octopus",” but nothing was written down. That meant every time a new person joined, someone would have to explain it from scratch. It also meant people kept giving feedback like, “it doesn’t quite feel right, but I’m not sure why.”
To start with, I pulled all the ideas about what makes writing “Octopus” out of everyone’s heads and wrote it up in a set of principles.
Then, I made sure each principle had a clear explanation of how to do the writing and examples of what not to do. I also wrote up a short, one-page tone of voice cheatsheet for non-writers (like the sales team) who occasionally created comms.
To finish up, I trained the whole marketing team and tone of voice champions from around the business on the new voice, emphasising consistency for all audiences.
Jen’s words:
"There are a few things I like about working with Charlotte. I appreciate her flexibility, her ability to accurately quote for a task, and her bubbly, positive attitude. But probably my favourite thing about working with her is her ability to write the best headings, titles, and one-liners of copy of anyone I've worked with: "Pricing as transparent as our data," and "Get fast, personal support from our friendly team". I'm obsessed."
One Planet Pizza
I worked with One Planet Pizza Co-Founder Joe to give the brand's tone of voice a little refresh.
Joe had a bunch of old documents, each saying something slightly different. None of them felt quite right for the brand or gave enough information for anyone trying to write in the One Planet Pizza voice.
I chatted with Joe to understand his ideal voice for One Planet Pizza and how the tone had evolved. Then, I combined these insights, plus pieces of the old docs, to create something new.
Joe ended up with a tone of voice “lite” document that properly described the essence of the brand, included examples, and explained HOW to write as One Planet Pizza. He also asked me to rewrite the company mission, values, and story to make them fit the improved voice.
Joe’s words:
“Right from day one, Charlotte was a dream to work with. Professional, timely, and flexible. She was happy to work closely with me to build on our current brand documents and carefully considered each and every aspect of our mission and purpose along the way. I couldn’t recommend Charlotte highly enough!"
Inclusive Jobs
The founder of Inclusive Jobs, James, was starting the brand from scratch. I worked with him to make sure he had a strong brand voice from day one.
You’ve got to tread carefully when writing about neurodiversity to make sure your words are inclusive and representative of the language used by neurodivergent communities.
To find the voice of Inclusive Jobs, I combined some of James’s natural writing tendencies (as a more personal, founder-led brand) with a personality that would resonate with the audience.
Once James was happy with the tone of voice, I used it to create boilerplate comms like the company's mission, purpose, and values, as well long and short versions of the pitch. I also created a short document to communicate the voice it and presented it to his growing team, before writing content for the website, emails, social media posts, brochures, and more.
James’s words:
"I never understood why you'd use a content professional until I worked with Charlotte. Tone of voice, brand strategy, writing and levelling up our whole team's words – she's been an extraordinary asset for us and I'm so grateful to get to work with her."
BLANK Clothing
Working alongside agency owner Avital, I created BLANK’s tone of voice as part of a wider re-brand.
The team were having problems communicating their brand and needed some help finding a voice to fit with their cool, casual vibe.
At the same time, there were lots of different channels to consider: how could BLANK’s voice come through in product descriptions and transactional emails?
After understanding important parts of the brand and what made their existing customers love them, I presented BLANK with a tone of voice that balanced casual and cool: think your stylish friend who gives you fashion advice.
I also worked with BLANK to come up with a selection of sophisticated taglines, create a template for personality-filled product descriptions, and refresh their customer emails in their brand-new voice.
Avital’s words:
“Working with Charlotte on developing our clients’ tone of voice strategies and documents has been a fantastic experience. She really gives her all to everything she sets out to deliver and is a pleasure to work with. I’m always super impressed with her work!”