![](https://cdn.myportfolio.com/71a638a0-a303-4290-b9f2-898a79af3204/7a6f4011-2e21-468e-b4aa-88ccefd21dc9_rw_1920.png?h=aaf7ece8f9a0d827fba73662853226ef)
As MADE.COM had grown, they'd found it harder to maintain a consistent voice across all of their communication channels. I helped their in-house writing team codify how they communicate in a way that’s consistent, powerful and never ordinary.
![](https://cdn.myportfolio.com/71a638a0-a303-4290-b9f2-898a79af3204/d36417d1-cbd2-4b6f-b52a-c85b18c9d0f9_rw_1920.jpg?h=e8408632cb3d5eb5f95787b8c85081d3)
![](https://cdn.myportfolio.com/71a638a0-a303-4290-b9f2-898a79af3204/05ba2530-05be-4595-a281-0e3f4adfc2cc_rw_1200.jpg?h=080794ee37eb8bd84296e52581ebf81d)
When you don't have any physical shops, the words you use matter a lot. MADE wanted their copy to make a statement – to become as recognisable as their quirky photography style.
![](https://cdn.myportfolio.com/71a638a0-a303-4290-b9f2-898a79af3204/5d7ed109-3508-478c-b637-ff6b2bc5d9c5_rw_1920.jpg?h=7ffa4bcd3e0a8d2c620afdb8569f4a7f)
It was a process of evolution, not revolution: the voice was there, they just needed help teasing it out and defining it in a distinctive and memorable way.
The result was a clear set of guidelines, including brand voice principles, practical writing tips and a persona – all unique to MADE. Brought to life with before-and-after examples across every channel, from newsletters and customer service emails to product descriptions and online microcopy.