TOV guidelines

easyJet

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easyJet. They’re fun. They’re orange. They’re hard to ignore.

As the airline’s Lead Copywriter, I wrote their tone of voice guidelines and introduced a house style to ensure people knew their ‘onboard’ from their ‘on board’.

At easyJet, there are dozens if not hundreds of people writing to customers every day. Some of them are professionals. But most of them are not.

This meant creating three simple – but distinct – tone of voice principles that were easy to remember and easy to apply, whatever someone’s writing experience.