Project Description

In my first meeting with the J.Jill team, they asked me to help them find their voice. Though they are one of America’s most popular women’s clothing retailers, their website, social media presence, catalogues, and in-store promotions had been almost totally reliant upon photography for storytelling purposes. After auditing the web, social, and retail voices of six of their key competitors, I worked with J.Jill to create a set of Brand Voice guidelines that help define the right tone, voice, and mood for a variety of applications, as well as show rules and approaches for web and catalogue copy, poster headlines, in-store signage, and social engagement.