When I started at the Fashion Retail Academy in June 2021, my first task was to create the Tone of Voice guidelines. I researched other brands I thought had a strong Tone of Voice and used their guides as inspiration to create my own. I wrote the guidelines for the FRA and then designed the document using Adobe InDesign.
After sharing the guide with the rest of my marketing team, I continue to be the guardian of our tone of voice, making sure all our marketing communications follow the specifications.
![](https://www.elizabethwillisportfolio.com/wp-content/uploads/2022/06/Screenshot-2022-06-02-at-15.30.35-1024x1024.png)
![](https://www.elizabethwillisportfolio.com/wp-content/uploads/2022/06/Screenshot-2022-06-02-at-15.30.49-1024x512.png)
![](https://www.elizabethwillisportfolio.com/wp-content/uploads/2022/06/Screenshot-2022-06-02-at-15.31.08-1024x511.png)
![](https://www.elizabethwillisportfolio.com/wp-content/uploads/2022/06/Screenshot-2022-06-02-at-15.31.21-1024x511.png)
![](https://www.elizabethwillisportfolio.com/wp-content/uploads/2022/06/Screenshot-2022-06-02-at-15.31.39-1024x511.png)
![](https://www.elizabethwillisportfolio.com/wp-content/uploads/2022/06/Screenshot-2022-06-02-at-15.31.53-1024x511.png)