Klook's style guide
I created a style guide to unify the company’s various content types under one brand voice. I also led efforts to implement the new rules.
Background
Klook's UI before
From social media and marketing emails to UX writing, Klook has a lot of customer touch-points led by copywriting.
But when I joined, there was no style guide to reign in these different content types and align them to a unified brand voice.
Conflict
A typical user journey on Klook might start with reading a blog, making a booking and then getting customer support.
Yet Klook had no consistent voice throughout these different customer touch points.
As one colleague put it, Klook’s blogs felt "global, fun and youthful", while the post-booking was "robotic and non-empathetic".
As a result, Klook wasn't delivering a cohesive experience for customers that could boost familiarity and loyalty.
Strategy
That’s why I created and implemented a style guide - to build a consistent user experience and boost customers’ familiarity with Klook’s unique brand voice.
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As well as tone, voice and style principles, the style guide covered all of Klook's content types such as UX writing, social media and blog posts, etc.
I aimed for all of Klook's writers to align around this universal document - which meant collaborating and ironing out the details with different stakeholders.
I also ran workshops with more than 50 other content writers and marketers in the company to get everyone onboard.
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Implementing the brand voice
Climax
As a result, Klook now has a style guide that’s regularly referred to by colleagues.
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​Overall Klook's content became more quirky, fun and human.
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I later ran an audit on hundreds of pieces of copywriting, showing that 84% of the audited content aligned with our style rules.
Klook's UI after
