Odeko Copy Guidelines

01 — Project details

From B2B to B2C.

As part of the rebranding process with Red Antler, the Marketing team wanted to expand on the voice and tone section, with the ultimate goal of creating a comprehensive list examples of both what to do and what not to do when writing for the company, depending on our audience.

02 — Creative process

Talk like a barista.

I first identified the various points in our existing guidelines that could be adapted to a B2C voice and tone, then created new guidelines and practical examples based on my conversations with the Sales, Marketing, C-Suite, and Creative teams. Finally, I wrote multiple user bios to help Odeko employees understand their audience on a more personal level.