How we're helping our clients find the words that shift the world.
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.
Since 2012, we’ve been helping our clients at Cisco use language that’s simpler and more distinctive.
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.
HSBC approached us to refresh their tone of voice guidelines after a decade of use around the world.
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.
We didn’t need to become expert auditors – that’s Barclay’ job. But we did need to understand their priorities and their processes. So we could train them to write in a simpler, more human way — and help people understand and act on their crucial findings.
Since creating Cisco’s tone of voice, we’ve been helping them use language that’s simpler and more distinctive. We helped their teams around the world think of their audience first and communicate the things that matter to them in ways they can easily understand.
‘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.
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.
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.
Bigging yourself up on paper can be awkward. Especially for women, who - research shows - tend to downplay their achievements (consciously or not).
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.
That was the question mobile network O2 was faced with time and time again. With new products, tariffs, services and initiatives coming out constantly, the brand team was inundated with requests for names. But did all of those things really need ‘creative’ names?
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.
AXA believes that, much like their customers, their employees should be looked after when Life Happens. The snag? People weren’t clear on what their benefits were, or how to use them. So they weren't really benefitting at all.
20 of 35
