Context

Large organizations often have a language problem: too many voices, too many touchpoints, not enough coherence. Verbal identity work at this scale means building systems that hold across products, teams, campaigns and cultures.

Contribution

As a Bain External Advisor, I supported verbal identity and messaging work across a wide range of client engagements — B2B, B2C and NGO — including legacy brands, digital product launches, new business naming and full website builds. Work spanned brand voice development, messaging architecture, UX and interface language, newsletters, landing pages and narrative frameworks. All client work is covered by NDA.

Outcome

Clearer, more consistent language across complex organizations — and in several cases, the foundation for how a brand communicates going forward.

What I worked on

Brand voice and tone · Messaging frameworks · Naming · UX and interface language · Newsletters · Landing pages · Website copy