VSCO – Copywriter & tone of voice lead
VSCO is a US community-driven platform that equips photographers with the tools, community and exposure they need to expand creatively and professionally. Founded in 2011, it’s one of the world’s leading photography and editing platforms and has secured $100m in funding from top investors including Accel Partners, Glynn Capital, Icon Ventures & Obvious Ventures.
The VSCO creative team were unhappy with the existing brand language, voice and tone, and were struggling to write in a unified voice that really spoke to their millions of users.
Defined brand language, copy standards and messaging principles for consistent application across product, marketing and all other customer touchpoints.
Collaborated with stakeholders, product and design teams to conduct a brand content audit and help embed a human, community-focused voice in web and app experiences and communications.
The final output was a comprehensive set of tone of voice guidelines and an accompanying toolkit to help implement and maintain them across every customer touchpoint. Now VSCO sounds exactly how it should.
Brand & copywriting
Tone of voice guidelines
Writing toolkit
