Willful

A Unified Brand Voice

Willful helps Canadians estate plan and create their wills online to assure their end-of-life wishes will be respected.

Target Audience

Canadians

Tagline

Not Available

Brand Attributes

Empathetic

Knowledgeable

Relatable

CASE STUDY

Willful

Willful helps Canadians estate plan and create their wills online to assure their end-of-life wishes will be respected.

Goal

Willful needed brand communications guidelines. You could feel different personalities when you read Willful’s content. Sometimes it sounded serious, other times extremely playful. And for a company talking about a serious topic like death and estate planning, it was important that everyone across the organization had guidelines on how to communicate as Willful.

Strategy

The first step was defining Willful’s brand personality. Customer research revealed Canadians are just as likely to lean on a friend or family as they would a professional to learn about wills. When you align your goals with who your audience needs— a voice of reason who validates the importance of estate planning—you get a friend-mentor personality. Once we knew Willful’s personality, we could create communications guidelines around it.

Target Audience

Canadians

Tagline

Not Available

Brand Attributes

Empathetic

Knowledgeable

Relatable

AFTER
BEFORE

ATTRIBUTIONS
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See it live

ATTRIBUTIONS
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Outcome

A comprehensive Voice and Tone Guidelines document was developed to describe the company’s opinions, beliefs, and attitudes. The guidelines taught communicators how to be a mentor, approach conversations on death, and embody Willful’s writing style so the company communications always sounded the same, no matter who was writing.

Goal

Willful needed brand communications guidelines. You could feel different personalities when you read Willful’s content. Sometimes it sounded serious, other times extremely playful. And for a company talking about a serious topic like death and estate planning, it was important that everyone across the organization had guidelines on how to communicate as Willful.

Strategy

The first step was defining Willful’s brand personality. Customer research revealed Canadians are just as likely to lean on a friend or family as they would a professional to learn about wills. When you align your goals with who your audience needs— a voice of reason who validates the importance of estate planning—you get a friend-mentor personality. Once we knew Willful’s personality, we could create communications guidelines around it.

Heading

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Credits

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Heading

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Credits

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

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Credits

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Heading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor.

Credits

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Heading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor.

Credits

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

  • Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Outcome

A comprehensive Voice and Tone Guidelines document was developed to describe the company’s opinions, beliefs, and attitudes. The guidelines taught communicators how to be a mentor, approach conversations on death, and embody Willful’s writing style so the company communications always sounded the same, no matter who was writing.

Credits

Credits

What

Willful

had to say

We worked with Reagan to define Willful's brand voice and tone guidelines. Reagan clearly *gets* this type of work. She audited our channels and called out the gap between how we wanted to be perceived and how we were currently communicated. Then she put together a comprehensive voice and tone playbook that perfectly complements our visual brand guidelines. Reagan is responsive, collaborative, and easy to work with. I'd definitely work with her again.

Erin Bury, CEO

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