We take our brand very seriously at MailChimp, not because we are hyper brand-nazis, but because our brand is our personality. It’s who we are as individuals and as a collective. We think a lot about how to convey our personality consistently while adapting to different contexts. MailChimp’s Content Curator, @katekiefer, has been pondering how to shape the MailChimp voice while adapting tone to the emotional state of readers. We have a lot of people writing for us, and guiding them into the voice of the brand can be tricky. That’s why we’ve created a simple little website that shows our writers how to use the MailChimp voice. It’s called Voice and Tone.
Designed by @aaronrobbs and built by @wyattdanger, Voice and Tone lists typical content published by MailChimp and identifies the emotional perspective readers are likely to have, which shapes copy tone. As you browse through content types, you’ll notice that the colors change to reflect the reader’s emotional state.
Visitors to Voice and Tone on mobile devices will appreciate it’s responsive layout that accommodates small screens nicely.
Though created as an internal guide, Voice and Tone is a public site because we think there are probably a lot of other companies wresting with similar challenges. We hope this little site will start a conversation both at MailChimp and in the web community.