Brand rules and agency know-how that new creatives learn in days, not months.

Brand guidelines, tone of voice, briefs, review rounds and tool standards, turned into short lessons with examples a new hire can follow on day one. Everyone works from the same rules, so the first draft is already closer to the brand.

Talk about a project See the sample module

Learners: Designers, copywriters, account managers and freelancers joining a studio or marketing team
Typical topics: Brand guidelines and tone of voice, Briefs, review rounds and approvals, Tools, templates and file standards, Client communication and feedback
Sample module: Writing in the brand's voice

A finished lesson as the learner sees it: illustration of a copywriter with colour swatches, lesson text and an audio player.

01 Topics

What we usually cover

1 Brand guidelines and tone of voice
2 Briefs, review rounds and approvals
3 Tools, templates and file standards
4 Client communication and feedback

Any other subject works the same way: from your documents or from a brief.

02 Formats

What works best for these learners

Brand cards

One page per rule, with a do and a don't shown side by side.

Two versions of a printed page side by side, a cluttered one on the left and a tidy one on the right, with an arrow between them.

Before and after

Weak drafts rewritten step by step, so the rule is visible in use.

Two colleagues talk across a studio table with empty speech bubbles above them, a clipboard and printed layouts in front of them.

Feedback scenarios

A difficult client comment, with the best reply explained.

03 Sample module

Writing in the brand's voice

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1
What a tone of voice is made of

A tone of voice is not a mood. It is a few choices you can check. Take Larchfield, an outdoor gear brand whose voice is warm, plain and a little dry. Warm means we say you. Plain means short words and no hype. A little dry means one small joke, never two. Write the choices down, and anyone can follow them.

Narration, 0:24
2
Three rewrites, before and after

Here is a tent page, before and after. Before, it said: Experience unrivalled shelter innovation. After, it says: Two people, one tent, up in five minutes. The rewrite is warm, plain and specific. Do it in three passes: cut the hype, add one real fact, then read it aloud against the voice. Three small rewrites beat one big one.

Narration, 0:27
3
One voice, every channel

One voice has to work in every channel, only the volume changes. On the website, Larchfield says: Wet feet are optional. In an email subject line it gets shorter: Dry socks, sorted. On social it is one line and a photo. The words shrink, the choices stay. Ask yourself whether a customer would know it is us.

Narration, 0:26
4
Spot the off-brand line

Here are three lines for a rain jacket. Line one: Built for wet days, and cheerful about it. Line two: Our revolutionary jacket redefines weather protection. Line three: It rains. This keeps you dry. Check each line against warm, plain and a little dry. Now pick the line that does not sound like Larchfield.

Narration, 0:26