BRAND VOICE 
& TONE

Setting the standard for storytelling starts with a lot of research, a lot of testing, and a little bit of intuition. Here are a few brand writing guides I’ve built, plus some big thinking about how to represent the diversity of our world in creative work.

Text image with "Writing at Square" and "Voice & Tone Guidelines" on a dark background, updated September 28, 2022.
LendingClub Brand Voice cover slide with geometric cube pattern, dark blue background, February 2020 date.
Black and white photo of a person wearing glasses and a headscarf, hands on head, with yellow text overlay: 'How we think about diversity in creative.'
Square brand portal welcome page with links for external partners to access the Brand Asset Library and new Square employees to see the toolkit.