Typo
An iconic household name, reimagined.
When a retail giant evolves, the words have to lead the charge. Ellie authored Typo’s new Tone of Voice Guidelines, helping launch their global rebrand in April 2026.
From the overarching verbal strategy to website, campaign and product copy, she ushered in a sharper, elevated era for the cult-classic brand.
SCOPE
Tone of Voice Guidelines / Brand Manifesto / Website Copy / Product Copy / Campaign Copy
“Her words don’t just land, they linger and give you goosebumps long after you’ve read them. A rare creative who blends sharp strategic thinking with pure feeling, elevating every idea she touches. Working with her doesn’t just improve the work, it transforms it.”
— Anita Forte, Head of Creative, TYPO