Defining voice for American Greetings.

Posted by on Sep 10, 2013 in Case Studies, Writing Services
Defining voice for American Greetings.

For six months in 2012, American Greetings commissioned Muse Content Group to define the brand voice for the relaunch of its most recent digital acquisition, Cardstore.com. We worked directly with the brand’s Executive Creative Director to develop a writer’s guidebook that summarized tonality and formatting guidelines. Our on-site writer camped out in the client’s offices to write hundreds of headlines that formed the foundation for internal resources to consistently build upon.

We kept the following attributes in mind with every headline:

  • Friendly & Fun: Write with sincerity and a smile.
  • Simple & Direct: Make an immediate connection.
  • Fresh & Unexpected: Temper trite with a twist.
  • Real & Personal: Say it like it is, but make it meaningful.

What do you think? Do these samples fit the bill?

A_bill_mothersday_underwear

A_bill_christmas_snowman

A_bill_goodluck_ostrich

A_bill_christmas_girl

A_bill_invitations_halloweenstairs

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