Fiorella Rubino - Brand and Tone of Voice Guidelines

Fiorella Rubino, an Italian curvy fashion brand, had a strong community, very attached to its store-managers, but needed to enhance the e-commerce sales. To achieve this goal, they needed to find a consistent Tone of Voice for its various touchpoints (digital, social, customer care and the stores, too) that resonated with their audience and replicated the in-store experience online. I guided the Marketing Team of Fiorella Rubino in a 6-month journey to identify their unique Tone of Voice and crafted a 70-pages brand guidelines document, with instructions and hints for the communication of each touchpoint.