Facebook wanted to create a more consistent brand voice that could work across its family of brands (Facebook, Instagram, WhatsApp and several others). This was no small feat since each sub-brand had a unique personality and audience.
I worked with the Facebook team and other partners to help revamp their master brand voice guide. We questioned everything, tore things apart, put things back together, pressure-tested our work and made significant updates.
The result: Facebook's new master brand voice guide tied the different brands together with a more consistent voice, and enabled teams to write in the brand's voice more effectively.
(While I can't show the work on my site, I can discuss the methods I've used to help numerous brands create and update their brand voice.)