Defining Voice

American Greetings

by Muse Content Group

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?

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