Shaping the voice of a national institution is a slightly daunting prospect. But that was the brief here: to help clarify, define and set the guidelines for the John Lewis brand.
We worked with FITCH on a comprehensive overhaul of the brand – not a rebrand, but a sharpening-up of every aspect of this long–established British favourite.
We helped focus the values and personality of the brand, and defined how those should be expressed at every one of the retailer’s many touchpoints. Online, in the store and across the brand’s many forms of communication.
As well as writing the guidelines themselves, we co–presented a workshop with FITCH for teams at John Lewis, helping everyone get to grips with using the voice in various contexts.
Sorry that we can’t show you more than the covers of the guidelines. NDAs and all that.