Crafting a voice that resonates across every tap and click in Muck Rack.
The Problem
Muck Rack was having a bit of an identity crisis. Without a clear brand voice or UX writing standards, teams struggled to keep messaging consistent across the board—marketing, product, you name it. They needed a unified approach to brand tone and voice, guidelines for everything from social media to microcopy, and content design standards that made sense for everyone.
The Fix
It started with a brand workshop to lock down what Muck Rack sounded like in every social post, and every click, tap, and swipe a user makes.
With that foundation, it was time to bring the guidelines and design system to life. I got into the nitty-gritty defining voice and tone—detailing how every message, email, and error alert should look and feel.
Scope of work.
- Brand workshop: Pulled together the leadership team and key players for a no-fluff brand workshop. The goal? Define who we are and how we sound—internally and out in the world.
- Editorial guidelines: I turned those voice and tone decisions into practical, easy-to-follow guidelines for social, product copy, and marketing. From button copy to social posts, we covered how Muck Rack should come across—smart and friendly, but never robotic.
- Microcopy standards: Created a set of standards for all in-product copy—those error alerts, tooltips, and instructions that matter more than people realize. Every message had to align with our voice and be just as human as our bigger brand statements.
- UX design principles: Partnered up with our Director of UX to make sure our tone showed up in the product design itself. It wasn’t just words on (digital) paper; these principles guided real design decisions.
- Asset library: Built out a go-to library with the design team—templates, icons, and everything teams needed to keep things consistent and on-brand. No more hunting for the right version of the logo.
- Team education: Launched an all-hands session to get everyone on board. This wasn’t just about explaining the guidelines; it was about showing how they’d make everyone’s work smoother and more aligned.
- Continuous refinement: This wasn’t a set-it-and-forget-it deal. I kept listening, refining, and updating as needed to make sure the guidelines stayed useful and relevant.
Outcomes.
- Real feedback: Sent surveys after presenting the new guidelines to get initial feedback – 90% of the team said the guidelines made their work easier.
- Ongoing improvements: Built in an asset request form so anyone could ask for guidelines or assets that were missing in the initial launch.
- High engagement and adoption: Tracked downloads within the first month, which showed high engagement with our assets. Also, received less frequent questions about little things – like button copy or headline capitalization.