John Lewis Partnership

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

Part-developed by Pentagram, 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 developing a new TOV and writing content to slowly transform 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.

From this, the forward-facing line 'Doing money, the John Lewis way' emerged. 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.

Please note: The homepage is presently (05.08.24) the only page in the new TOV www.johnlewisfinance.com

John Lewis & Waitrose

In-house

TOV development, route creation, copy guidance, sparkling copy