John Lewis Partnership

John Lewis Finance is evolving. With a steadfast TOV but challenger finance brands aplenty, they needed to dial up the benefits for life in the new world across all financial products, without losing its core values of reliability and trust.

Part-developed by Pentagram and the excellent in-house team, the new TOV needed to be road-tested across an entirely new set of wireframes, as well as all BAU comms.

Step forward, John Lewis Money.

I was involved with implementing the new TOV across all media, including UX. The process transformed the John Lewis Finance offering to a more modern and accessible 'money' brand underpinned by the strategy: Helping you make the most of all life’s moments.

While senior management had pressed 'go' on the new direction, this was a long process, activating the new voice while keeping the trust built, the products' benefits, regulatory considerations in mind, and helping them understand the value of the new direction.

John Lewis & Waitrose

In-house

TOV development, route creation, copy guidance, sparkling copy