Valon: Tone of Voice & Creative Strategy
Andrea DiNardo
Building trust with homeowners through tone, messaging, and UX clarity.
Project Summary
Valon is a modern mortgage lender and servicer, helping people manage one of the most complex, high-stakes parts of their financial lives. But new users don’t choose Valon directly; they’re transferred over from another provider, often without warning or explanation. The result: confusion, frustration, and a critical need to establish trust, fast.
Valon brought me in to lead a tone of voice refresh and content strategy to support this transition and ensure a smoother, more supportive user experience from day one.
My Role
I worked cross-functionally with brand, product, and legal teams to create messaging that was clear, human, and confident—building a new foundation for Valon’s voice across channels.
Highlights
Voice & Tone Development
Created comprehensive voice guidelines balancing clarity, confidence, and warmth
Aligned internal teams with voice training and implementation tools
Messaging & Content Strategy
Refined brand positioning and tone to support a broader brand evolution
Developed key messaging frameworks for internal and external use
UX Copywriting
Rewrote high-friction onboarding flows, notifications, and in-app guidance
Focused on transparency, education, and reducing legalese without losing clarity
Customer Education Content
Wrote and refined web pages, help center content, and support flows to ease the transition experience for new users
Website Homepage
Customer notification (letter)
Customer UX copy (account creation flow)
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Posted Nov 3, 2023
I've worked with multiple brands as a strategy lead to develop brand identities, tone of voice, messaging, and positioning.
Firsthand: Email & Content Strategy
Divvy Homes: Brand Evolution
Divvy Homes: Customer Education
Paloma: Brand Voice + Landing Page Copy
