Brand Tone of Voice + Creative Strategy

I've worked with multiple brands as a strategy lead to develop brand identities, tone of voice, messaging, and positioning. I've built comprehensive brand guidelines and internal workflows to help internal teams create content and products that continue to be on-brand, and I've revamped websites, social media presences, email marketing, and UX copy to re-engage audiences.

In my work with Valon, a modern mortgage servicer and lender, I led the company through a pivotal brand evolution. Tasked with refining the company's tone of voice, brand messaging, and overarching content strategy, I focused initially on enhancing the user experience (UX) for new customers transitioning to Valon's mortgage servicing platform. Given that these transfers occur without customer consent—initiated instead by their lender or loan owner—establishing immediate trust and connection was critical.

Build Trust and Connection: Rapidly establish a positive rapport with new customers to ease the transition process.

Educate and Inform: Develop comprehensive, easy-to-understand content that demystifies the loan transfer process, reinforcing Valon's position as a transparent and customer-focused brand.

Enhance User Experience: Overhaul UX copy across all digital platforms to ensure clarity, friendliness, and brand consistency.

Tone of Voice Guidelines: Developed guidelines balancing warmth and authority to resonate with our diverse customer base while instilling trust and knowledge.

Content Development: Prioritized clear, concise information to empower customers in navigating their mortgage transfer, avoiding complications, and making informed decisions.

Digital Touchpoint Optimization: Transformed UX copy from cold and confusing to warm and intuitive, positioning Valon as a trusted partner and enhancing user experience.