How we're helping our clients find the words that shift the world.
Human + Scientist + Personality. Three easy and logical components we used to help people at i-Health.
Customer service should feel good, even if one half of the conversation is AI. So we used our first-hand experiences to give Vodafone’s TOBi some humanity.
‘It used to take me two bottles of wine to get through your reports. I’ve finished this one in under a glass.’ That was the feedback from a PwC client after their consultants started using their new global tone of voice.
Learn how we found a new Tone of Voice, one based in everyday language that everyone could use. The change in language led to a wider shift in culture from frontline and back office staff.
When is a tone of voice not a tone of voice? When it's languishing in a virtual drawer, and no one knows how to use it. HSBC knows that creating tone of voice guidelines is just the beginning Bringing that tone to life is a long and evolving journey.
How do you give that rebellious, witty ‘Virginness’ a nautical flavor? That’s what we helped Virgin Voyages do when we developed the tone of voice for Sir Richard Branson’s new brand as it prepared to shake up the cruise market.
British Gas were merging their disparate apps into one – an app that allowed customers with smart meters to understand and take control of their energy use.
H&R Block help people prep and file their tax returns And they were in the process of revamping their app. It was a wholesale change, and the H&R Block voice didn’t always feel relevant or appropriate for their UX writing.
When O2 launched one of their last branded mobile phones, they wanted to make sure everything their customers read sounded like O2.
We worked with PwC’s thought leadership team on the launch of their award-winning 365 app and created additional specialized guidelines to help people ‘make their advice worth reading’.
We created the American Express tone of voice. And now, we’re working with them to make sure their voice comes through loud and clear, even on the UX level.
Cold and confusing is not a great tone for HR - and it can lead to people not coming on board or getting the most from their time at a company. RBS HR asked us to transform their writing to be clear, simple and empathetic - to put human engagement back into HR.
Toothpaste and industrial strength bleach. Two things you'd hope would never cross paths. But the descriptions of stuff we put in our mouths so often mimics the words you'd find on a Dettol bottle: strip, combat, kill bacteria.
Internal audit might be the last place you’d think a bank’s tone of voice would reach. But HSBC knew it had to be one of the first.
Accenture has thousands of job ads out in the world at any given time. But they weren’t always attracting the top talent they were after. Our client wanted make a stronger case for each role, in a voice that felt authentic to the company – without losing the complex technical details.
If and when to go back to work, sleep-training vs self-soothing, who takes the 2am shift, how soon to have another one… New parents face a deluge of decisions from day one.
Financial services' faux empathy and copywriting tropes don't work. Just 25 percent of customers find this kind of copy reassuring. That's what we found when we asked customers how Aviva's industry sounds now…and how they’d like them to sound.
When you’re in the business of manufacturing medical equipment and distributing pharmaceuticals, ‘caring’ might not be the first word people associate with you. And yet, caring was always part of McKesson’s DNA. They just hadn’t thought of it that way.
With a rebrand on the cards, American Express needed a new voice. They wanted to show their big-dreaming, go-getting customers they understand, respect, and back them. In a way that would be as relevant in Mumbai as in Manhattan, and as consistent in Durban as in Doha.
We love a good deed. But writing for the third sector throws up some unique problems. Charities and NGOs want your attention – and donations – but struggle to stand out in a sea of sameness.
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