Performance films are all about style, protection, and trust, but outside of diehard auto gearheads, Llumar lacked personality and confidence in their tone of voice for anyone to know they lead the category. Meanwhile, the competition sped up into sixth gear with edgy personality, even if those brands missed the mark on product and installation quality.
Inspired by the winking, elevated voices of high-end editorial writing, I helped write a new set of tone of voice guidelines for Llumar based on "The Expert with an Edge" persona. Through sharp wit and insider language, we raised their trust with dealers and high net-worth car owners through persona development, messaging strategy, do's & don't's, sample copy lines and blocks in action, and competitive research.
Once their themes were set, we stocked up on sample copy lines that filtered the "Expert with an Edge" persona through each messaging pillar.
We took it one step further and rewrote some of their existing website copy. Then broke down why the edits fit the new personality, while staying on message.
