Rolling out tone of voice for a European bank

HROD logo showing four quadrants. Image credit: 31% Wool
  • Client: 31% Wool / EBRD
  • Disciplines: Copywriting, tone of voice
  • Duration: 9 days

I helped 31% Wool make EBRD’s HR department more engaging and approachable.

31% Wool’s verbal narrative for the European Bank of Reconstruction and Development’s newly formed ‘HR and Organisational Department’ (HROD) is based on four ‘quadrants’ that play on banking terminology.

All communications are framed in terms of assets, liabilities, risks and returns. HROD might describe people as its “greatest asset”, for instance, or discuss “unlocking returns” for its staff.

My brief was to translate this conceptual approach across a range of materials – from landing pages to onboarding packs – while balancing the need to be punchy and direct, but also warm and welcoming.

Read more on 31% Wool’s website…

Landing pages from HROD website. Image credit: 31% Wool

I also wrote guidelines to help HROD staff maintain this tone of voice across other day-to-day applications.

Tone of voice booklet for HROD. Image credit: 31% Wool

“Nick quickly grasped the intricacies and breadth of the client’s verbal comms, and brought to life some previously quite generic pieces with our new verbal language and a consistent tone of voice. He was happy to turn around some tight client deadlines, and I hope we’ll be working on more projects together in the future.”

Julia Woollams, creative director, 31% Wool

Sharing smart summer tips for lastminute.com

In 2006, I collaborated with lastminute.com to produce a 24-page booklet packed with 201 tips for smarter living – from maximising your airport time to summering like a celebrity.

Image credit: lastminute.com

3 million copies were distributed through various publications, including The Observer, The Sunday Times, GQ, Cosmopolitan and Marie Claire.

View the booklet as a PDF