These goals were realized by adjusting the voice and tone of the content, by being informative, engaging, refreshing, and honest to our customers. A distinct brand personality was achieved by using the right persona. Tonal scales in different areas were adjusted to meet objectives core areas. For example, more human and personal instead of serious. The “flow” of the site offered customers the information they needed, fast and reliably, as well as informed them of other available options. If one door was blocked, another would be opened.