Voice-Luna Bar — LaDonna Witmer

VOICE _ LUNA BAR

LUNA BAR _ DIGITAL VOICE GUIDE

As an editorial consultant for Clif Bar & Company, I was asked to send the digital voice to boot camp and whip it into shape. Although this particular guide originated outside of Clif with an ad agency, I refined, edited, and evolved it to more clearly define the voice of Luna Bar and lay out helpful instructions for writers who were often freelancers or part of an external creative agency.

On the surface, Luna is just another energy bar for women. But the brand champions female film directors with Lunafest, and champions equal pay for women everywhere. As you’ll see in this selection of pages from the voice guide, Luna has a surplus of personality, edge, and a take-no-shit attitude.

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