Innocent: How to create a tone of voice from scratch

Page 1 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=1' data-page='1' class='cut-thumb lazyload' alt='Page 1: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/1.jpg' width='140' height='200' /> a few words about innocent

Dan Germain

Head of Creative

Page 2 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=2' data-page='2' class='cut-thumb lazyload' alt='Page 2: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/2.jpg' width='140' height='200' /> what’s the big idea?

Page 3 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=3' data-page='3' class='cut-thumb lazyload' alt='Page 3: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/3.jpg' width='140' height='200' /> Page 4 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=4' data-page='4' class='cut-thumb lazyload' alt='Page 4: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/4.jpg' width='140' height='200' /> Page 5 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=5' data-page='5' class='cut-thumb lazyload' alt='Page 5: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/5.jpg' width='140' height='200' /> what’s the big idea?

Page 6 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=6' data-page='6' class='cut-thumb lazyload' alt='Page 6: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/6.jpg' width='140' height='200' /> start small, but do start

Page 7 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=7' data-page='7' class='cut-thumb lazyload' alt='Page 7: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/7.jpg' width='140' height='200' /> know what you care about

Page 8 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=8' data-page='8' class='cut-thumb lazyload' alt='Page 8: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/8.jpg' width='140' height='200' /> Page 9 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=9' data-page='9' class='cut-thumb lazyload' alt='Page 9: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/9.jpg' width='140' height='200' /> the main thing

Page 10 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=10' data-page='10' class='cut-thumb lazyload' alt='Page 10: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/10.jpg' width='140' height='200' /> the main thing?

Page 11 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=11' data-page='11' class='cut-thumb lazyload' alt='Page 11: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/11.jpg' width='140' height='200' /> Page 12 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=12' data-page='12' class='cut-thumb lazyload' alt='Page 12: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/12.jpg' width='140' height='200' /> be interesting

Page 13 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=13' data-page='13' class='cut-thumb lazyload' alt='Page 13: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/13.jpg' width='140' height='200' /> be interesting

Page 14 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=14' data-page='14' class='cut-thumb lazyload' alt='Page 14: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/14.jpg' width='140' height='200' /> be interesting

Page 15 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=15' data-page='15' class='cut-thumb lazyload' alt='Page 15: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/15.jpg' width='140' height='200' /> Page 16 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=16' data-page='16' class='cut-thumb lazyload' alt='Page 16: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/16.jpg' width='140' height='200' /> Page 17 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=17' data-page='17' class='cut-thumb lazyload' alt='Page 17: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/17.jpg' width='140' height='200' /> Page 18 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=18' data-page='18' class='cut-thumb lazyload' alt='Page 18: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/18.jpg' width='140' height='200' /> Page 19 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=19' data-page='19' class='cut-thumb lazyload' alt='Page 19: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/19.jpg' width='140' height='200' /> be consistent

Page 20 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=20' data-page='20' class='cut-thumb lazyload' alt='Page 20: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/20.jpg' width='140' height='200' /> keep talking

Page 21 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=21' data-page='21' class='cut-thumb lazyload' alt='Page 21: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/21.jpg' width='140' height='200' /> still talking…

Page 22 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=22' data-page='22' class='cut-thumb lazyload' alt='Page 22: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/22.jpg' width='140' height='200' /> conversation is free

Page 23 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=23' data-page='23' class='cut-thumb lazyload' alt='Page 23: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/23.jpg' width='140' height='200' /> Page 24 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=24' data-page='24' class='cut-thumb lazyload' alt='Page 24: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/24.jpg' width='140' height='200' /> listen up, open up

Page 25 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=25' data-page='25' class='cut-thumb lazyload' alt='Page 25: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/25.jpg' width='140' height='200' /> Page 26 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=26' data-page='26' class='cut-thumb lazyload' alt='Page 26: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/26.jpg' width='140' height='200' /> Page 27 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=27' data-page='27' class='cut-thumb lazyload' alt='Page 27: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/27.jpg' width='140' height='200' /> Fruitstock RIP

Page 28 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=28' data-page='28' class='cut-thumb lazyload' alt='Page 28: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/28.jpg' width='140' height='200' /> Page 29 <img data-url='document/innocent-how-to-create-a-tone-of-voice-from-scratch.html?page=29' data-page='29' class='cut-thumb lazyload' alt='Page 29: Innocent: How to create a tone of voice from scratch' loading='lazy' src='data:image/gif;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABCAYAAAAfFcSJAAAADUlEQVR42mNk+P+/HgAFhAJ/wlseKgAAAABJRU5ErkJggg==' data-src='https://reader034.cupdf.com/reader034/viewer/2022042521/55534126b4c905e12e8b55f7/html5/thumbnails/29.jpg' width='140' height='200' /> listen up, open up

Innocent: How to create a tone of voice from scratch

Documents

big idea

main thing

fruitstock rip