Time to re-spawn 
Minecraft is one of the most-played games in the world. Since it first spawned in 2009, it has grown rapidly and now has over 132 million players each month. 

Ten years after its humble beginnings, Minecraft had become more than a game. With festivals, TV shows, events, toys, clothing, and more in the works, this entertainment franchise had become nothing short of a global phenomenon. But the brand around the games and experiences had started to feel fragmented, needing clear direction.

Well I Nether
As part of developing a distinctive, unmistakably Minecraft look and feel for the franchise, we developed a comprehensive set of tone of voice guidelines. The brand’s voice needed enough flexibility to feel at home talking about cute things, creepy things, helpful things, heartwarming things, and things that are just so, so weird. 

I worked closely with their talented creative teams to craft a voice that felt just as comfortable embracing the ridiculous (chicken jockeys, anyone?!) as it is connecting with their community, education initiatives, social impact programmes, and Ts and Cs. 

When we were happy with the principles, we looked at how the voice could flex for different areas of the business. We developed more practical writing tips and included plenty of examples showing the principles in practice.

Tone of voice, messaging, creative writing
With BOLD Scandinavia
Team: Creative Direction: Oliver Helfrich Design: Michael Laning, Maria Ahlgren, Yun Yu, Ben Gibbs, Chris Conway, Whitney Macaluso Strategy: Stefan Emrich, Harald Larsson, Mattias Hjelm Sound & Motion Design: Martin Klint, Kristian Bjureby, Joar Lenz, Robin Burevall Account Management: Harry Elonen, Helena Tencer, Ellen Heurlin