Miro

  • Brand guidelines
  • Brand language
  • Copy for digital
  • Tone of Voice

Brand tone of voice and brand guidelines.

Miro have their own in-house writing team (and a damn good one it is too), but you know what it’s like, sometimes you can’t see the wood for the trees.

They had various documents, some out-of-date, some only half realised.

Their marketing people had no reliable resource to tap into for visual and verbal guidelines.

So, in partnership with Designer, Matt Molloy at For Sure Studio, I was given the task of developing and formalising Miro’s tone of voice, and writing their new brand guidelines.

These words and pictures don’t tell the whole story, but they should tell a good chunk of it:

Miro – brand guidelines front page – Jonathan Wilcock Freelance Copywriter
Miro – brand guidelines intro – Jonathan Wilcock Freelance Copywriter
Miro – brand guidelines Vive l'évolution – Jonathan Wilcock Freelance Copywriter

TEXT:

Vive la évolution

Miro is an ever-evolving business. Just look where we started and where we are today. Who knows where we’ll be this time next year.
Like our business, our brand guidelines are always on the move. Just when you think you know everything there is to know, there’s a new twist or turn.
The Miro brand is pioneering and flexible. If you’re going to communicate our message (visually or verbally), you need to be too.
That’s why it’s important you keep coming back — not only to refresh your memory, but also to catch up on anything that’s changed.

Miro – brand guidelines copwriting rules – Jonathan Wilcock Freelance Copywriter

TEXT:

Introduction

Rules schmools. Yes, as a rule, rules are no fun, but they do make writing a whole lot easier by taking out the guesswork. And they make our copy more professional and consistent. So, ‘Yay rules’.

Want to know how our headlines, sublines, opening paragraphs, and CTA’s should be treated? You’ll find everything you need in our House Style Guide.

Miro – brand guidelines writing in our voice – Jonathan Wilcock Freelance Copywriter
Miro – brand guidelines how we sound – Jonathan Wilcock Freelance Copywriter
Miro – brand guidelines Dos and Don'ts – Jonathan Wilcock Freelance Copywriter
Miro – brand guidelines Primary Palette – Jonathan Wilcock Freelance Copywriter
Miro – brand guidelines Colour Balance – Jonathan Wilcock Freelance Copywriter
Miro – brand guidelines The Miro Characters – Jonathan Wilcock Freelance Copywriter
Miro – brand guidelines Making Shapes – Jonathan Wilcock Freelance Copywriter
Miro – brand guidelines Making Patterns – Jonathan Wilcock Freelance Copywriter
Miro – brand guidelines Miro Experts – Jonathan Wilcock Freelance Copywriter

TEXT:

Miro Experts

If ever there was a case for, ‘rules are made to be broken’, Miro Experts is that case. This is our not-so-little black book of consultants, designers, marketers, researchers, trainers and innovators.
As a one-off, we’ve dropped our usual brand colours and gone with black for this. The logotype is set in Spoof Bold, left aligned and stacked, one word over the other.
Please note, Miro Experts is our wild card, everything else in the Miro stable follows our core brand guidelines.

Miro – brand guidelines Copy Database – Jonathan Wilcock Freelance Copywriter

For more tone of voice and brand guidelines copywriting work, have a look at the MCM Architecture case study – oh, go on.