My Role

An inconsistent voice and tone caused disjointed user experiences across different touchpoints in the Paramount+ app.

My goal was to develop a scalable voice and tone system that ensured clarity and brand alignment throughout various user scenarios.

I was tasked with defining and documenting a voice and tone system while collaborating with the design and marketing teams to ensure alignment across the app's ecosystem.

Content Audit

I conducted a content audit to identify inconsistencies in tone across different interfaces, marketing, and support channels while the marketing team gathered user feedback to understand expectations and preferences.

NOTE: This is a sample of the content audit.

Voice & Tone Chart

Paramount+ Main Brand Positioning Charts_Page_01

Paramount+ Main Brand Positioning Charts_Page_02

Paramount+ Main Brand Positioning Charts_Page_13

Paramount+ Main Brand Positioning Charts_Page_01

1/13

NOTE: Tap the gallery to expand images to full-size.

Content Examples

After establishing a core voice that reflected the brand’s personality and creating tone guidelines for different contexts, I developed example copy for various scenarios to illustrate tone adjustments.

Cancellation Email_1

Cancellation Email_2

SurveyEmail_US

Cancellation Email_1

1/3

NOTE: These are samples of a few scenarios.

Results:

I improved consistency across all user-facing content, reducing confusion and enhancing brand trust.
I enhanced collaboration between teams by providing a shared resource.
Team members found the system easy to use and adaptable.

Back