Creating a Scalable Voice and Tone System for EdTech Content
Project Outline
As the company expanded internationally and launched more English-language products, the need for a unified editorial approach became critical. I led the development of our first comprehensive Style Guide, ensuring consistency, clarity, and brand voice across apps, websites, and marketing content.
My Input
Created and maintained the company-wide Style Guide, covering voice, tone, grammar, formatting, and terminology.
Collaborated cross-functionally with product managers, designers, and marketers to ensure consistent, high-quality writing across apps, websites, and marketing.
Provided editorial direction for UX writing and instructional content in educational apps and games, as well as App Store and web copy for global audiences.
Challenge & Solution
iHuman’s content often began in Chinese before being translated or adapted into English—creating tone mismatches and structural awkwardness. I developed a guide that addressed not just what the brand sounded like in English, but how tone and clarity could adapt meaningfully across languages and platforms. This helped unify voice across games, UX writing, marketing copy, and digital storytelling.
Voice and Tone Guide - Selected pages
This is a curated version of the internal Style Guide I developed to support writers, editors, and localizers working across platforms. While the sample is not comprehensive, it reflects key editorial decisions around voice, tone, formatting, and cross-platform consistency.
You can see this voice and tone in action across live products including the iHuman and bekids websites, and bekids Apps.
