Tone of Voice Exploration — Use of 'we' in internal business comms
01 — Project details
After refreshing an internal social platform, the creative writing team assessed our use of language, and how we could maintain a conversational tone while still keeping our overall tone of voice in mind.
02 — Creative process
I began by examining posts from before and after the refresh of the site. The rule I focused on was removing "we vs. you" language, so there was no perceived division between corporate and retail teams.
After making this shift in tone of voice to remove "we" from our language, we saw:
+88%
increase in site visits
+169%
increase in comments left
Clearer, more concise copy, with