Voice and Tone Guidelines

It took three years, four different leads, and a lot of talking in meeting rooms/video calls for us to finally complete the voice and tone guidelines for Square. Three. Years. The common thread? Me. Anyone who works in a “design first” tech company knows the amount of education that goes into convincing stakeholders that voice and tone consistency is necessary for a brand to resonate with an audience. I also worked to strengthen the case for guidelines by showing how voice and tone are vital to design and vice versa. This was one of those Sisyphean tasks that made writing at Square so, so much easier and the brand so, so much stronger.

Role: Creative Director/Writer

GCD: Sean Conroy

Design Director: Aaron Poe

Copywriters: Justin Whaley, Jonathan Skale

Design: Nate Godding