We all like the fun creative projects, but sometimes the boring projects are the important ones that just need to get done. Like tone of voice guidelines, blegh. But I did try to make this one fun too.
Tasked with developing new guidelines for Shelter’s Weekly Lottery in line with Shelter’s rebrand, I put together a document outlining the tone of voice. This document was to be shared with external agencies responsible for rolling out the assets for the lottery.
“Play to help end the housing emergency” was the strapline that would tie the campaign together, represented within a Shelter lottery ball. The tone of voice for this document had to reflect the fun, lighthearted nature of the product while remaining mindful that the objective was to raise vital funds to help fight the housing emergency. Sounds fun, doesn't it? It was fun. I won't bore you with all of it, but this was the introduction to the document.
