Voice & Tone
Our voice is the personality of our brand. It’s not just what we say, but how we say it. These guidelines ensure we sound consistent, whether we’re writing a press release, a social post, or an error message.
We speak with authority and expertise, but we never sound bureaucratic or robotic. We use clear, accessible language.
"We are committed to preserving the coastline."
"The organization endeavors to facilitate coastal preservation methodologies."
We are welcoming and friendly, reflecting our hospitality. However, we maintain respectful boundaries and avoid slang.
"We'd love to see you at our next event."
"Hey guys! You gotta come hang out with us!"
We celebrate our region's heritage and beauty with confidence. We don't need to put others down to lift ourselves up.
"Home to some of the UK's most stunning coastal views."
"We are obviously better than any other region in the UK."
We look forward and embrace innovation. We avoid fleeting internet slang or buzzwords that will date quickly.
"Discover our new digital guide."
"Check out our viral new app, it's giving innovation."
Tone Spectrum
Our voice remains constant, but our tone adapts to the context. A marketing headline should sound different from a legal disclaimer.
Copywriting in Action
Principles
- Be direct and active.
- Focus on the benefit to the user or visitor.
- Evoke the sensory experience of the region (sight, sound, feeling).
Tourism Campaign
"Where the Horizon Calls"
Evocative, inspiring, connects to the sea.
Business Investment
"Anchor Your Business in the Solent"
Strong, stable, uses maritime metaphor professionally.