JOSS & MAIN: BRAND VOICE GUIDE

BRAND STRATEGY & VOICE DIRECTION

As the Head of Editorial for home decor brand Joss & Main, I oversee the content and copy lane for all omni-channel creative, including brand strategy and voice direction.

After years of Joss & Main utilizing an editorial heavy voice (formal, sophisticated, and clever), we found it was no longer landing with our audience. They wanted a brand they could see as a style ally, not one that felt untouchable. To bring us back in touch, I evolved our voice to sound more real: conversational, direct, and genuine, with an authoritative edge that felt accessible, not intimidating. This voice guide reflects that new direction, and acted as a north star for all copy teams and marketing partners to ensure one global brand voice across all touchpoints.

I drove voice direction and copy.

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