RACGP

A communication health check

When Australians need medical advice their first stop is generally their GP. General Practice is Australia’s largest and most trusted medical specialty, and a fundamental part of what makes our healthcare system truly world-class. There are over 40,000 GPs in Australia, and the vast majority of them are members of the Royal Australian College of General Practitioners. As the voice of the profession, communication is fundamental to almost every aspect of the RACGP’s work. Which is why they engaged us to develop a distinctive, easy-to-use brand voice that could be applied across the organisation.

The examination

We found the RACGP’s existing writing to be in reasonably good health. But it was often overly formal, longwinded and, at times, lacking in warmth. With so many communications, and so many content creators, the tone of communications varied widely from piece to piece. For an audience that’s highly educated but time poor, the writing wasn’t always hitting the mark. What was needed was a distinct writing style that could cut through with clarity – without dumbing down important information. But it needed personality too – a tone that could stand apart from the writing of the broader medical industry and reflect the human focus of the profession.

The prescription

We created a unique tone inspired by three personality traits: Considered, Connected and Confident. Together the traits capture the spirit of a great GP – someone who shows empathy and humility, who makes every word count, while being assuring and assured. The tone is authoritative, but accessible. Warm, but professional. With an intelligence that you’d expect from a peak medical body.

Epilogue

We created a practical set of guidelines and showed the RACGP’s people how to bring the voice to life through a series of training sessions. The voice has been applied to webpages, member renewal campaigns, eDMs, partnership presentations and more.

“The new RACGP brand voice has made our member communications more accessible and to the point. It’s instilled confidence in people who aren’t natural writers by enabling them to write like they speak, making the writing process easier and less intimidating.”


Kiwibank

Chequing out

For many Kiwis, receiving a cheque book was their first banking experience, but with the use of cheques declining at a rate of 20% year on year (for the last 5 years), the writing was on the wall. It was time to make a bold move. On February 28, 2020, Kiwibank announced they would be the first bank in New Zealand to ditch its cheque service.

Out with the old, in with the new

Getting rid of cheques wasn’t an easy decision to make, but ultimately Kiwibank were faced with investing in a shrinking service with outdated technology, or investing in their evolution towards being a sustainable, future ready bank.

Easing the transition

We were asked to help Kiwibank break the news to New Zealanders. We knew that for some, cheques were a way of life, and the transition away from them wouldn’t be an easy one. Alongside the team from Kiwibank and their partners at Stepping Up (a digital transformation agency) we wrote letters to everyone that’d be affected, created a brochure to help make the change as simple as possible, and ensured that resources and info was readily available on their website.

Epilogue

Kiwis love to pioneer new ways of doing things, even if being the first to do so causes a bit of a stir. And while there was some resistance at first (sorry nan), things went smoother than we could have ever imagined. Today, cheques are a thing of the past, and Kiwibank and their customers are moving forward together towards a more sustainable, digital future.

Australia Post

Delivering the goods

Australia Post are one of our nation’s most widely-recognised and iconic brands. They’re also one of our longest-running clients – having first teamed up to develop a big-hearted, all-sorted brand voice back in 2014.

The whole package

Australia Post works across so many different areas. Regular mail and freight. Small and large businesses. Logistics and digital offerings. They needed a voice to connect their entire company. So that’s what we did.

Once the voice was up and running, we trained their teams in marketing, customer service, internal comms, social media and more – while working on all kinds of copy.

Built for a changing network

Australia Post continues to evolve the way they keep Australians connected, so we’ve updated their brand voice to match (this has even extended to writing their guidelines around humour). And we regularly help with their training and writing needs to so the best mail service in the world remains firmly in the minds (and hearts) of everyday Australians.

Epilogue

We still help Santa write his yearly note. He’s a busy guy, after all.

Kennedy

The luxury of time

The luxury watch and jewellery industry is a timeless one – yet not always the most accessible. There’s the obvious price tag. And then there’s the air of formality and elitism which can also deter people. Kennedy is known to be different. An Australian retailer of luxury brands like Rolex and Graff, it’s long been admired by customers for its sincere expertise and generous service. With plans to expand into America, Kennedy sought to develop its brand around exactly these qualities.

Building The House of Extraordinary

A brand known for its warmth and passion – yet this wasn’t always coming through in their communications. Building on the new strategy we developed with Principals, our aim was to show a modern, non-serious, happy side to Kennedy that fits alongside extravagance and elegance. Paired with its expertise in sourcing beautifully crafted pieces from around the world, the rebrand sought to reposition Kennedy as The House of Extraordinary. The strategic thought – a trip here adds a bit of magic to the everyday.

Like a Paul Smith suit

In bringing the House of Extraordinary to life, the idea was to create a voice crafted like a well-tailored suit. Guidelines were designed to bring style and structure to how Kennedy communicates, while still leaving its writers room to move. To build on the concept, we also allowed for moments of wit – the flash of bright silk inside a suit – as language became another opportunity for Kennedy to twist convention, and surprise and delight its customers.

Epilogue

Light-hearted despite the serious price tag. Relaxed yet always respectful. Conversational not condescending. Kennedy’s new voice gives writers the green light (or should that be emerald?) to have a bit of fun with its audience. After all, if you’re paying $70,000 for a watch, it’s likely you have a pretty good sense of humour.

SSO

A new voice? Music to our ears

Classical concerts were once seen as something you would don a dinner jacket or diamonds to attend. While the experience is more relaxed these days, some people still think it’s not meant for them.

To change this perception, Sydney Symphony Orchestra asked us to create a voice that could connect with a new generation of classical music lovers – a voice that wouldn’t lose anything of their world-class expertise.

Not for them? Not true

One of the best things about music is how instinctively we respond to it. Anyone can appreciate it, so why not reflect this in more accessible language?

By celebrating music’s emotional power, we aimed to lose any formality and ring true with the way artists and audiences talk today. After input from the team (including the Orchestra’s musicians and most loyal subscribers), we set about tapping into what makes Sydney Symphony distinct.

From black tie to smart casual

As an 80-strong orchestra performing some of the world’s most powerful music, Sydney Symphony has special claim as a moving experience.

Drawing on Principals’ brand idea Feel More, we created voice traits of Powerful, Expert and Elevated – capturing the type of out-of-the-ordinary experience audiences could escape to in the concert hall.

Drum roll, please

Now a careful balance between emotion and expertise, the new voice explores a bolder, more candid tone as it shares the stories behind its music and achieves what their performances already do beautifully – connect with people.

While the identity was rolled out online during the first lockdown, the Orchestra is now back in their Sydney Opera House home, and we’re still writing their concert copy each season. (A mammoth job!)

“The new tone of voice really captures the feeling for the SSO, creating a distinctive personality for the brand. XXVI not only understood the challenges we were facing but they were able to deliver to our tight turnarounds.”

Ali Primmer
Associate Director, Marketing Campaigns

Network 10

Delivering the goods

Australia Post are one of our nation’s most widely-recognised and iconic brands. They’re also one of our longest-running clients – having first teamed up to develop a big-hearted, all-sorted brand voice back in 2014.

The whole package

Australia Post works across so many different areas. Regular mail and freight. Small and large businesses. Logistics and digital offerings. They needed a voice to connect their entire company. So that’s what we did.

Once the voice was up and running, we trained their teams in marketing, customer service, internal comms, social media and more – while working on all kinds of copy.

Built for a changing network

Australia Post continues to evolve the way they keep Australians connected, so we’ve updated their brand voice to match (this has even extended to writing their guidelines around humour). And we regularly help with their training and writing needs to so the best mail service in the world remains firmly in the minds (and hearts) of everyday Australians.

Epilogue

We still help Santa write his yearly note. He’s a busy guy, after all.

Qantas

Delivering the goods

Australia Post are one of our nation’s most widely-recognised and iconic brands. They’re also one of our longest-running clients – having first teamed up to develop a big-hearted, all-sorted brand voice back in 2014.

The whole package

Australia Post works across so many different areas. Regular mail and freight. Small and large businesses. Logistics and digital offerings. They needed a voice to connect their entire company. So that’s what we did.

Once the voice was up and running, we trained their teams in marketing, customer service, internal comms, social media and more – while working on all kinds of copy.

Built for a changing network

Australia Post continues to evolve the way they keep Australians connected, so we’ve updated their brand voice to match (this has even extended to writing their guidelines around humour). And we regularly help with their training and writing needs to so the best mail service in the world remains firmly in the minds (and hearts) of everyday Australians.

Epilogue

We still help Santa write his yearly note. He’s a busy guy, after all.

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Clients

Agency Partners

  • Hundredweight
  • Pinnacle Collective
  • Simm Design

The Arts

  • Chunky Move
  • Gondwana Choir
  • Staging Connections
  • Studio Ongorato
  • Sydney Symphony Orchestra

Automotive

  • Bridgestone
  • Carsales Group
  • Drive
  • Genesis
  • Hyundai
  • Wotherspoon

Education

  • Barker College
  • Federation University
  • Five Senses Education
  • Frensham Schools
  • iCollege
  • Navitas/ACAP
  • Monash University
  • The University of Leicester
  • The University of Queensland
  • University of Melbourne
  • University of New South Wales
  • University of Sunshine Coast
  • University of Tasmania
  • University of Wollongong

Energy, Agriculture & Infrastructure

  • AGL
  • Arcline by RACV
  • Chorus
  • Costa
  • James Hardie
  • NUFARM
  • Origin Energy
  • Plant & Food Research
  • Stanwell
  • South 32
  • South East Water
  • Transgrid
  • Transurban
  • United Malt
  • Wannon Water

Media, Entertainment & Publishing

  • Anaxi
  • Aristocrat
  • Foxtel
  • Lotterywest
  • Network Ten
  • Newgate Communications

Social & Environmental

  • Bushfire Building Council Australia
  • Containers for Change
  • Koala Life

Financial Services

  • Angle Auto Finance
  • AM Investments
  • AMP
  • Aussie Home Loans
  • Bridges
  • Chartered Accountants Australia & NZ
  • CPA Australia
  • Equifax
  • Independent Reserve
  • Insignia
  • lOOF
  • ISPT
  • JBWere
  • Kiwibank
  • Latitude Financial
  • Kiwiwealth
  • KPMG
  • MLC
  • Morrison & Co
  • NAB
  • One Two Finance
  • Pepperstone
  • QSuper
  • Rest Super
  • Set4 Life
  • Suncorp
  • UBank
  • Valiant Finance
  • Vanguard
  • Westpac NZ

Government & Enterprise

  • Australia Post
  • Barangaroo
  • Campbelltown City Council
  • Geoscape
  • Gympie Regional Council
  • Launch Vic
  • NSW Government
  • Public Works Advisory
  • PWA/RPU
  • Resilience NSW
  • TAC
  • Vic Health
  • Walsh Bay Arts Precinct

Insurance & Healthcare

  • AAMI
  • Apia
  • AustralianSuper
  • Australian Unity
  • Bingle
  • BUPA
  • Estia Health
  • Everyday Independence
  • GIO
  • iCare
  • Illawarra Retirement Trust
  • MIPS
  • MLC Life Insurance
  • NRMA
  • Peoplecare
  • RACV
  • Uniting Care Queensland
  • VMIA

Medical & Health Services

  • Annalise.ai
  • AstraZeneca
  • Australian Red Cross Lifeblood
  • Beyond Blue
  • Everlight Radiology
  • Harrison.ai
  • Life Without Barriers
  • Reach Out
  • Stride (Aftercare)
  • Townsville Hospital Foundation
  • Wesley Medical Research

Professional Services

  • Allens
  • Business Events Sydney
  • Business Australia
  • Clayton Utz
  • Liberty Specialty Markets
  • Australian Institute of Landscape Architects
  • Engineers Australia
  • Planning Institute of Australia

Property

  • Avid Property
  • CBRE
  • EQT
  • Harrison Grierson
  • Hassell
  • Levande
  • PEXA
  • Ray White
  • Sekisui House
  • Stockland
  • Urbis

Retail & Consumer Products

  • Coles Group
  • Hello Fresh
  • Kelato Animal Health
  • Kennedy Laid-Law
  • MARCS
  • Officeworks
  • Philips
  • Rufus & Coco
  • Target

Technology & Telecommunications

  • hipages
  • Intelematics
  • Nova Systems
  • Optus
  • Telstra
  • Veritec
  • Vodafone

Travel & Transport

  • Hoot Holidays
  • Jetstar
  • Qantas
  • Virgin Australia

Things we do

  • Brand voice (personality) traits
  • Brand VoiceMap
  • Brand voice rules
  • Brand voice workshops
  • Brand voice guidelines
  • Brand narrative
  • Brand messaging
  • Vision statements
  • Brand strategy
  • Creative copywriting
  • Scriptwriting
  • eDM and DMs
  • Website and social media content
  • Spoken word and contact centre scripting
  • Chatbots and AI scripting
  • Branded collateral
  • Internal communications
  • White papers and annual reviews
  • Rebranding and renaming
  • Internal brand architecture naming
  • New business naming
  • Naming facilitation workshops
  • Stakeholder management and engagement
  • Brand voice training
  • Tailored writing workshops
  • Writing exercise
  • Writing examples
  • Writing tips & tricks