This respected global electrical brand is on a mission to become one of the most desirable and distinctive brands in the home space.

 

As part of a bold rebranding project, transformation consultancy, Prophet, asked me to develop AEG’s new tone of voice – to build on the new strategic positioning, audience insight and visual identity that they’d defined.

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Through exploration and collaboration with AEG, I began by creating a set of tonal principals to help bring their brand personality and promise to life. 

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I then built this out into a comprehensive set of guidelines. They explored in-depth, the dos and don’ts, and demonstrated how the new tone could flex – across their three business categories (kitchen, laundry and homecare),  and across the customer journey, from campaign comms, to user guides.

 

The client was so enthused with the outcome that they asked me to do the same thing for one of their other brands – Electrolux.