Merck
Losing the jargon, finding a voice.
Losing the jargon, finding a voice.
CLIENT
Merck
Merck
SCOPE
Tone of voice
Style guide
Brand guidelines
Tone of voice
Style guide
Brand guidelines
AGENCY
Coley Porter Bell, London
Coley Porter Bell, London
Merck is one of the world's largest pharma companies, a huge multinational with 68,000 employees. I wrote tone of voice guidelines to help them communicate with one voice and express key values – their empathy for patients, their determination to find cures, their inventive nature. I also created a writing guide to help them communicate simply and clearly. By getting away from jargon and overly corporate language, they now communicate faster and reduce the cognitive load – the effort it takes to read and comprehend communications. Finally, I helped the design team write the brand guidelines.
