We started with competitors – what they were doing and how they sounded. Next, the Mint Velvet team. We carried out a series of workshops with key staff members to dig deep beneath the surface and discover the brand's true personality. We worked backwards, creating several descriptions and encompassing as much brand content as possible – refining the Mint Velvet voice as we went. This all came together in a tone of voice guideline document and content creation workshop – a day's training in how to create the right kind of content and use the right tone.

Finally, we put our advice into action by crafting the copy for that year’s Autumn/Winter catalogue.