URBANIC

Urbanic is a digitally-native high-street brand created in 2019 that caters to markets in Mexico, Brazil, and India.

I helped Urbanic shape its internal and external communications, refining the brand voice to appeal primarily to its Gen-Z audience.

This involved adapting the tone of voice to resonate with the specific cultural nuances of the Latin American audiences in both Mexico and Brazil. The process required crafting and refining base texts in English, with adaptations to LATAM-neutral Spanish.

Brand Voice & Tone Guidelines

In addition to creating web copies, overall brand guidelines and customer service response templates, I crafted a three-part brand voice and tone manual.

This guide is meticulously designed to steer the brand voice and tone across internal and external communications, ensuring consistency and clarity throughout Urbanic's messaging platforms.

The manual included:

  • Writing goals and principles: Defining Urbanic’s brand personality and guidelines for writing about Urbanic and its people.

  • Grammar & Mechanics: Outlining the specifics of language use tailored for Urbanic.

  • How to communicate about products and with customers.

  • Social media and newsletter copy guidelines, strategies for communicating product launches, promotional events and sales.

  • Customer Service Guidelines to enhance interaction quality.

  • Feedback Requests Communication Guidelines to gather customer insights effectively.