Heart Bingo tone of voice

The Heart group company had recently rebranded. Now it was the turn of the sub-brands. In this case, Heart Bingo. Our role was to create the tone of voice and copy guidelines. The tricky part was maintaining the Heart Bingo personality while staying in line with the group’s own brand guidelines. We started by hosting a workshop. Then created a new voice that stayed true to the proposition at the heart (ahem) of all the Heart brands: “Turn up the feel good.”