Tone of voice

A distinctive voice is as important as your brand’s look and feel. From messaging matrices to training workshops, our writers and strategists deliver the tools your brand needs to communicate effectively, distinctively and powerfully at every touchpoint.

Showing Tone of voice


A voice that’s true to the brand

Now TV’s tone of voice has developed with the brand. As Now has grown up, our voice has matured too. Where we used to be the easy-come-easy-go bargain-hunter, we’re now the FOMO-fighter who makes sure you never miss out. All whilst staying true to the disruptive, cheeky spirit at the heart of the brand.
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Re-writing the switching experience

In a world of fluffy animals and sonic gimmicks, standing out can be tough. But we believed that the power of simple, warm words could cut through the noise. By exploring the language of real people and their quirks, we built a voice for Uswitch that’s unique within the category. And to embed it in the business, we ran workshops for everyone from their content writers to call centre staff.
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Reassurance at every stage

When it comes to building their credit score, people often feel embarrassed and secretive. We wanted to change all that. So we created an open and empathetic voice – embodied by our character, Aqua – to help remove the stigma and help people get the credit builder card they need to get on with their lives.
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The real and the feel

The real and the feel guides the way that Sky write. The real is about staying human and straight talking. The feel is about the energy and dynamism that makes something unmistakably Sky.
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Writing a voice for everyone

The Trustpilot voice needed authority and flex. Authority, so that people could trust and respect it, and flex, so that it made space for other brands and voices on its platform.
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Changing pay – for good

Earnd is about liberation and overturning outdated payment systems. But it’s also about duty of care and responsibility. It’s a tricky balance to strike, so our tone of voice had to work hard. We created principles and messages that allowed the brand to flex to achieve its aims.
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Writing with the power of the collective

ISTARI draw the best cyber expertise in the world into one powerful network. We are creating a verbal identity that is at once authoritative and reassuring. A voice with gravitas, but never condescension. One that could remove cyber jargon and replace it with clarity.
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