Client case study:
H&R Block
I delivered H&R Block Canada’s first enterprise-wide style guide by fostering collaboration across teams, aligning diverse perspectives, and creating a shared vision for our brand voice. This initiative was the result of teamwork, problem-solving, and a commitment to delivering meaningful impact for both the organization and its customers.
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To ensure a cohesive voice across all customer touchpoints—spanning print, digital, marketing, and support—I collaborated with the Design, UX Writing, Marketing, and Learning & Development teams. Together, we ran workshops to define how our brand should sound and feel to users, identifying key characteristics such as:
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Friendly but not familiar
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Conversational but not colloquial
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Knowledgeable but not stuffy
Through this cross-functional effort, we developed a brand voice persona named "Henry"—a friendly, approachable, and knowledgeable figure who simplifies complex concepts and communicates with clarity and patience. Henry became the foundation for our consistent tone and style across all user interactions.
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To refine the voice and tone, I led the creation of three prototypes, conducting user research to identify the ideal balance. Drawing inspiration from industry best practices such as Shopify’s Polaris and Atlassian’s Design System, I integrated proven elements to enhance the guide's effectiveness.
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The style guide, delivered in both English and French, documented everything from top-of-funnel marketing materials to in-product messaging and support content. It was designed as a living document and included:
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Governance processes for ongoing updates as new products and services launched.
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A mandatory training program for new hires to ensure adoption across the organization.
This collaborative project unified teams, established buy-in from stakeholders, and delivered measurable impact by creating a consistent, user-centered brand experience. The guide’s successful implementation ensures that customers encounter a cohesive and engaging voice, regardless of how or where they interact with the brand.
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