Re-defining Nickelodeon’s Tone of Voice

I was lucky enough to be part of a super-team of writers who led the editorial rebrand for Nickelodeon in 2024. Part of that effort was the creation of this “ENTER THE SPLAT” pamphlet, which was subsequently handed out to every single member of the Nickelodeon marketing team to serve as a north star for TOV.

Essentially, this deliverable gave internal teams, partners, and creatives a clear, joyful, and unmistakably weird compass for what it means to be “Nick.” Built around kid-first behaviors (aka Kidstincts), tone guidelines like HEART, SMART, FART, and the now-sacred Orange Rule, the guide re-established Nick’s creative POV across everything from language to visual identity to slime-fueled values.

Note that this is a teeny part of a larger project and massive undertaking, happy to share additional deliverables from this campaign upon request!