Chapter IV
A voice with three accents
One brand voice, localized for Italy and Mexico, and taught to the people inside the company too.
The setup
At FlexCar I owned the brand voice and the copy across digital, social and offline channels.
The plot
The voice had to travel. I worked on localized campaigns for Italy and Mexico: same brand, same personality, different accent.
The twist
The hardest audience was inside the building. I created an employer brand (EVP) campaign and set the tone of voice for internal communication, and delivered a full 360 campaign along the way.
The moral
A tone of voice isn’t a PDF. It’s every caption, every video and every email, and somebody has to care about all of them. I did, with a graphic designer at my side for the social videos and visuals.