FOR WELL-TRAINED COPYWRITERS

With word out that our brand, Petplan, was going to combine with The Dodo to create a one-stop-shop for pet health, Fetch by the Dodo—I needed to craft a voice as warm and playful as their pet-loving audience on Instagram. As ACD, I defined the tone of voice and built a style guide to ensure every piece of copy — from marketing campaigns to microcopy — spoke with the same friendly, animal-first personality.

The end result was a friendly, animal-first brand that made our writing team consistent, and our voice more scalable,.