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Tone & Voice

The merger of Baylor Health Care System and Scott & White Healthcare has led to the largest not-for-profit health system in Texas, a state already known for bigness. Still, it’s the little details — details as little as one word — that will help shape and refine the new brand.

Intended to help guide content creation for the Scott & White Health Plan (SWHP) website, the Tone & Voice playbook will provide both hard-set rules and flexible suggestions that take mobile into consideration to simplify and expedite the copywriting process.