ROALD DAHL: TONE OF VOICE

I sometimes get a rising sense of panic after certain briefs. I’ve decided this is a good thing - it means I'm still being challenged. This was one such brief. It was simply this: please can you write the tone-of-voice guidelines across all communications for one of the most well-loved and talented children’s writers that ever lived - Roald Dahl. No pressure then. I worked closely with Roald Dahl’s grandson - Luke Kelly who provided all feedback, and I hope, in the end, these guidelines were as funny and true as they could be.