Category: Training

We revel in the opportunity to break up the language of a sector by finding something different in the way a brand speaks. For us, it’s about identifying those things that are truly distinctive, capturing and then weaving them into the key things a brand says. We worked alongside the AustralianSuper brand team to work out what kind of different would work best for a fund that is responsible for the retirement saving of more than two million Australians.

AustralianSuper are now in a position to further distinguish themselves from the competition. Not only in the way they support Australians’ financial futures – but in the authentic conversations they have along the way.

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.

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.

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.

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!)