I was the steward of Venmo’s brand voice, tone, and verbal identity guidelines for 8+ years. That entailed:

• Setting the strategy for how the brand sounds: developing a brand persona, attributes, tones, and principles that ladder up to our brand strategy

• Writing the guidelines: Who we are, what it means, and how to write it. Inclusive of writing principles, a tonal spectrum, stylistic and grammar guidelines, and real customer-facing examples

• Evolving the guidelines as our brand and strategy changed over the years

• Running training sessions for agencies and employees to be able to write in the Venmo voice

• Being the ultimate reviewer/approver of copy across all marketing touchpoints

• Creating a partner-facing version for download available on Venmo’s Brand HQ site