Over the previous eight years, Truity had become the world leader in online personality testing, and as they grew and worked with more agencies and partners, they needed an official brand style guide.

I had written a wide variety of copy for Truity, from blog posts to video scripts to UX microcopy, and had created or edited style guides for three previous clients, so the CMO at Truity asked me to lead the copy portion of their style guide.

I developed everything from the high-level brand slogan, persona, and vision, to the nuts-and-bolts guidelines for capitalization, SEO, and trademarks.