Where: Leagas Delaney

When: November 2019 – January 2020

I was responsible for overhauling the global tone of voice for the e-cigarette brand, blu, ahead of a major site relaunch and product update. The goal was to establish a tone of voice that was trustworthy and transparent to differentiate the brand in a crowded, regulation-heavy market.

My guidelines shaped all customer-facing copy, from product descriptions to crucial trust signals, emphasising quality and a commitment to consumer safety. This foundational work ensured a consistent, confident and customer-focused voice across all digital channels.