viaplay

viaplay is a Scandi streaming service originally specialising in Nordir noir crime dramas.

But then they launched a sports channel in the UK, specialising in Scottish football, Polish MMA, and Canadian Ice hockey.

I was tasked with creating a tone of voice for their comms across their site, programme bumpers, social channels, and ads. I ended up doing lots of things for lots of different countries. Sometimes they wanted to mention their roots, sometimes they wanted to bang on about Nordic noir, sometimes they wanted to show they were culturally tapped in to Scottish sport. One time they wanted it all in Dutch. Another time in English but in Denmark.
It was all very confusing.