The company: Rufus Leonard

The challenge: Their client, Reckitt Benckiser, needed a full suite rebrand (design and tone of voice) for their global brand, Dettol. This needed to be less clinical and more understanding of the germ-related issues that faced modern families.

My impact: Created a persona for the brand and created a tone of voice document that would influence how the global product would speak to its customers. Part of this included creating example copy and writing product copy for a new hand wash that was due to enter the market.