COTTON ON
BRAND GUIDELINES

Verbal Identity / Tone of Voice / Copywriting

Cotton On needed a unified verbal identity to complement its strong visual equity. I led the development of its entire verbal framework: defining the brand manifesto, establishing tone of voice principles, and writing all brand book copy from positioning to application guidelines. This gave Cotton On’s global teams and 1,400+ stores clear guidelines on how to apply consistent voice across product, purpose-driven initiatives, and community activations.