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Harper Collins

Working with fans to understand what they really want

How do you find a tone of voice for a pop group when everyone thinks they know just who they are?

Harper Collins wanted to know how to articulate the thoughts, feelings and aspirations of the biggest pop group on the planet. How should they speak and what format should the book products come in?

We brought together 9 groups of mega-fans and set about understanding exactly what the tone of voice should be, and exploring product concepts through co-creation with the children. We then took a big step back and designed a publishing platform that delivered the right product experience through the most appropriate tone of voice.

This informed a publishing range which hit the very top of the charts and further cemented the reputation of the band as the most accessible and fan centric in the business.

New book formatRedefining tone of voice
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