Brand Book and Tone of Voice Bible

In 2024, Montreal-based outerwear brand Orage needed to develop a Brand Tone of Voice “bible” that would govern how the brand speaks and sounds across every consumer touch point—on social media, at retail, in advertising copy, in product descriptions, in digital content, in email newsletters (CRM), during customer service interactions, and toward media (PR). The project evolved into helping to craft Orage’s Brand Book, which included the company’s mission, vision, values, purpose, audience, and consumer archetypes.

THE DELIVERABLE was a 40-page deck complete with examples of how the brand should sound across each of those touch points. Today, the Brand Playbook and Tone of Voice bible serves as a guideline for employees and external contractors who contribute to the company’s marketing efforts, ensuring one consistent voice—authentic to skiers—wherever the brand meets them.