Company/Client: Exam HQ, an educational startup that helps children achieve their potential in the 11+ maths exam.

Context: The director asked for me to create a TOV for Exam HQ that could be consistently applied throughout the site, a friendly, empathetic, and confident personality. Before writing anything, I delved into online parent forums for children who either went through the process or were close to doing so. I then created three different TOVs on a spectrum ranging from extreme to tame. I then worked with the client to tweak the ‘middle ground TOV before proceed to begin writing drafts.

The outcome: The Exam HQ team was happy with the TOV and has already begun to gain traction within its space.