Defining style and tone

With over 2,250 employees across three countries, Foxtel desperately needed a style guide to give their writers a north star.

Context

Much of the content across Foxtel’s multiple websites and products was written by digital producers and product managers rather than specialist writers. There were no guiding principles or rules to reference, and so the style and tone of voice were highly inconsistent and didn’t reflect the brand.

Process

I ran an audit of the language across Foxtel’s product ecosystem, noting any inconsistencies in terminology. I then collaborated with the internal brand team and UX department to start defining what kind of product we wished to be.

Solution

I created a style guide that lived alongside the accessibility manual and design system. It was published online and publicly accessible. I then evangelised the new guidelines to different departments, running various sessions and adapting the content for new ideas and edge cases we discovered along the way.

Results

The style guide continues to be a vital tool used by multiple teams across the company.