CUE
SERVICES
TONE OF VOICE GUIDELINES
COPYWRITING
OVERVIEW & CHALLENGE
The mid-tier fashion space is crowded with a lot of the same offerings. Office wear, a modern spin on classic silhouettes, and the foundation for the day’s outfit.
These are still true for Cue, but the Australian fashion studio has a literal edge - and it’s all in the tailoring. Straight lines. Right angles. The cinch. The flow. The fit is considered from top to bottom. And Cue’s signature styling has evolved to become a vessel for bold, unapologetic self-expression… not just for aesthetics and function.
OUR APPROACH
We took the inspiration for the new tone from both their strategic positioning, and in a more creative sense, a nod to their bolder looks, youthful energy, and strong tailoring. We created tone principles, overarching narrative guidance, and before and after examples to show just how this can all come to life.
RESULT
Bold statements. Encouraging self-expression. Straight-shooting. These elements became the catalyst for creating a voice that would stand on its own in the Australian fashion industry, but also harness the power of having that energy that enables a personal edge – even in the everyday.
It manifests as capturing the essence or spirit of something, instead of long explanations. It’s punctuated. And it’s a less-is-more approach that leaves room to highlight the quality tailoring, and ultimately, allow the reader to see how they can make each piece their own.
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