Inmarsat is the leading global satellite communications provider for everything from aviation and shipping to the US military. Having been given a beautiful new look and feel based on some incredible brand strategy work at Superunion, the next job was to give the brand a new verbal identity.

I needed a voice that could unify different entities, across different sectors of business, and make a range of highly complex and technical products mean something to audiences. The first step was to make the intangible feel tangible by showing the audiences the connection between the quality of Inmarsat products and their real-life application – often the difference between life and death.

Heroic, Leading and Human wHere clearly defined in a uniquely own-able way.

The guidelines offered a sliding scale of when to dial up which elements, allowing individual teams to find their own sector-specific tonal balance.

The guidelines were introduced to the global team through detailed ‘how to’s’ during my bespoke Copy Masterclass.

The new voice and brand messaging now form the basis of all of their comms from website and social platforms to internal emails, annual reports and press releases.

I love food. Almost as much as I love writing. So I was delighted to be asked to step in while their in-house Head of Copy took a well earned month-long sabbatical.

I had the pleasure of working with the team to guard and maintain their PASSIONATE, INCLUSIVE AND TRANSPARENT brand tone.

Overseeing all copy output, I worked across everything from print and social to the new welcome flow ECRM.

Here’s a morsel of the work produced.

While Wilko’s new brand tone was working wonders above the line, the social team were struggling to know how to adapt the tone to have an impact online. The team at Puzzle London asked me to deliver a social tone of voice, I came back with a detailed breakdown of the tonal nuances:

PASSIONATE (confident and full of know-how)

Empowering (inclusive with an infectious can-do attitude)

Cheeky charm (honest, insightful wit and warmth)

Along with style tips to help keep it lively (like throwing in a friendly aside), as well as what they should be sharing based on our target market, and when.

They later got me back to apply the same tone to the website with fresh SEO product pages and a number of blogs.