tone of voiceweb copy

Greenlight Digital

As Lead Copywriter at Greenlight Digital, I was invited to be part of a cross-functional team responsible for redefining the agency’s tone of voice as part of a full rebrand.

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Goal

To develop a confident, distinct tone of voice that would reflect Greenlight’s values, sharpen its messaging, and differentiate the brand — then bring it to life across key web pages.

Process

I helped craft the new mission, manifesto, and tone of voice guidelines, drawing on insights from stakeholders across the business. Once the new TOV was defined, I wrote fresh copy for key parts of the site — including the manifesto, story, and content marketing pages — and edited outsourced pages to ensure they aligned.

The voice we landed on was bold but human, creative but grounded, and proud to challenge the cliché-ridden conventions of the industry.

Results

The new tone gave Greenlight a sharper, clearer voice in a crowded market — one that felt both strategic and distinct. The copy I produced became the foundation of the refreshed site, helping to set a new creative benchmark for the agency’s brand comms.

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Louise McFetridge - Head of Content at Greenlight

“India knows how to get to the route of a problem, solving it through intelligently written, creative copy. She can get to grips with a client’s business, technology, product or service by asking the right questions in order to create compelling, on-message content that really gets to the heart of what’s needed.”

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tone of voiceweb copy

Greenlight Digital

As Lead Copywriter at Greenlight Digital, I was invited to be part of a cross-functional team responsible for redefining the agency’s tone of voice as part of a full rebrand.

See details
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