Over the previous eight years, Truity had become the world leader in online personality testing. They had a logo and a website, but had not yet built out a top-to-bottom brand architecture. Facing increasing pressure from free competitors and less-credible online tests, they needed to maintain credibility and ensure consistency with a growing list of partners and agencies.

The CMO at Truity asked me to lead the copy portion of their style guide, as I had built trust and product understanding through months of previous projects like videos, UX copy, and more. With input from the founder, CMO, and subject matter experts, I wrote everything from the manifesto (P. 37) and name significance (p. 40) and vision (42) to down-in-the-weeds copy guidelines for do’s and don’ts, blogging, capitalization, SEO, and trademarks. (Note: deck edited to focus on the copy sections.)