How do you make a century-old brand feel new again? For decades, Book of the Month has selected new and noteworthy reads to share with their members at a special discounted price. As the Head of Brand Voice, I worked on re-positioning the brand to appeal to a younger, majority-female demographic with a contemporary voice and message. Research indicated that our audience read books primarily for pleasure and escape, so our goal was to create a brand that felt smart and approachable at the same time.
My job:
Head of Brand Voice
My role:
Brand positioning & strategy
Manifesto & tagline
Copywriting
Brand voice guidelines