Allina Health

Brand Voice & Tone

Following a years-long relationship with Allina Health, I helped identify and address a need to evolve Allina's brand voice to differentiate the way each product in their suite should communicate with users, and to clarify those differences for multiple writers constantly writing, editing, and improving the each product.

Agency

GoKart Labs / West Monroe

Allina Health's overall brand voice

My Contributions

As the agency responsible for designing and launching their suite of apps, my internal team had innate knowledge and intrinsic expertise with their products, but didn't have a clear way to communicate the subtle nuances of tone between theirs apps, websites, and even alexa skills, all while honoring the overall brand voice Allina had established.

To keep writing unified, I created a method for members of the teams behind each app, as well as the internal writers at Allina responsible for maintaining the products, and co-created tone profiles that could create shared language and understanding across the team about how each app should sound to users.

A post-it note method for collaborating with a few people to quickly get to tone

Results

We created distinct tone profiles for each product we were writing for so that future writing could be clearly defined in each context, and it helped us quickly understand how to start writing for new products we added to the portfolio as an added benefit.

The Allina Health Account app lets patients check their medical records via MyChart

Take Heart helps people keep track of what to do before and after an Angiogram

P2P helps doctors communicate with each other, like seeking a referral for a patient

Beginnings is an informational aid for people who are pregnant or caring for a young child, or supporting someone pregnant or caring for a young child

The Cancer Institute is a knowledge hub for those seeking or in treatment for cancer