dsw voice

Sometimes the most obvious quagmires are right in front of your nose. But internally it seems like a mile away because it resides in the ether of identity unfocused. Language is the breath of brand. We were tasked with wrangling the “best friend speak” identity of DSW in order to inform the staff copywriters and set a playbook for how to talk to the customer. Win or lose, it’s subject to the interpretation of the folks on the ground. So make it as succinct as possible.