The brief asked me to create a new tone of voice for the brand Audible. I was asked to write a new tone of voice guide that could be applied across all of Audible's deliverables, aimed at appealing to 18-35 year olds. I tackled this challenge by recording conversations with groups of people inside and outside of the age bracket. My intention was to spark a chat and listen to how the audience engage with each other. Using these interactions I focused on the idea of a conversation and instead of writing copy targeted directly at the reader, I wrote copy that they could just observe. This concept gave me the idea of using scripts, as they could be applied to any context or touchpoint. The guide mimics scripts with actors notes on, except the annotations are tips on how to follow the guide.