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Project story

LV= logo


This 18-month contract included:

  • Brand personality and tone of voice development
  • Tone of voice guidelines
  • Company-wide tone of voice workshops
  • Creating tone champions around the business
  • Copywriting support

The challenge

With a vibrant new brand identity, the Bournemouth-based insurance company had spent a year working to establish their new visual brand and embed their values into their company culture. But they knew they were missing one vital thing: the voice of their new brand.

So they came to us to help them develop and establish a tone of voice that would reinforce and strengthen their brand positioning and personality.

LV= about us
LV= tone of voice guidelines

The work

We started by auditing a cross-section of communications from around the company, both internal and external. We then worked closely with stakeholders to develop a tone of voice that reflected and reinforced their brand personality – and to create an action plan for bringing this to life right across the business. This included a major project to rewrite standard email templates, tailored team workshops to ‘activate’ the user-friendly tone of voice guidelines, and establishing a set of ‘wordsmiths’: writing champions from each team responsible for supporting good practice across the business. And to help people stay on track, we set up a tone of voice helpline to support anyone who wanted coaching on using the new tone of voice.

The outcome

Certain teams took to the new tone of voice straight away. The web team started applying the principles and techniques to their content – and saw the immediate improvement this created in their website user experience. The HR team tackled their hiring and onboarding comms. And when the new tone of voice was applied to policy documents, customer testing was overwhelming positive . It improved clarity, readability and impressions of the LV= brand. 

The icing on the cake was winning a Transform Award for best use of tone of voice – a memorable night for both us and our friends at LV=.


LV= image

Heather’s knowledge of how to use language in a business context had an immediate impact; it was progressive but also challenging for our brand. Being able to implement language changes is one aspect, but challenging the ‘how and why’ in a staid industry is simply refreshing. 

Suzie Walker

Brand manager

We can do this for you.     |    UK 01273 880113    |   US 704 315 2091