The Huckberry Voice
When I started at Huckberry, the voice was either something you got or you didn’t. You had to learn it by feel. Our existing Brand Voice Guide was a massive document created years before I got there, and while it dealt with the philosophies and positioning of Huckberry as a brand, it fell a bit short when it came to actual copywriting guidelines. Key tenants to the voice went undefined, and much of it just wasn’t aligned with how we were writing day in and day out.
So when our new Senior Copy Manager started in June 2023, she tasked me with retooling our Brand Voice Guide in a way that felt in step with how we use it, reflected our core principles as a brand, and could serve as a tool for training new copywriters in our style. Together we shaped the new guide into something that not only provided practical guideposts, but aspirational creative goals that we could grow into as a brand.