In the early Noughties I set up the first brand tone of voice at Boots and co-founded the writers’ network, 26.org.uk, just as tone was popping up as a practice. Then disaster struck. I was made redundant. I’d just moved to a house with a way bigger mortgage, and baby No1 had just arrived. So, with zero experience as a copywriter, I set up Afia. I wanted to see if I could bring tone of voice to the biggest brands from an office in my back garden in Nottingham. Luckily it was the best move I could have made, and since 2004 I've helped clients like Vodafone, Aviva, Google and the International Olympic Committee sound more human.
With my team at afia.tv, I tap into brand personality, create tone, kick-start change around organisations and write everything from websites to annual reports, even ts&cs (which I’m a strangely geeky about).