KLM

Brand voice

We defined a new brand voice for KLM that set a more consistent style and tone across all its written and verbal communications.

The challenge was to capture the company’s ‘Dutch spirit’, as well as its global outlook, while injecting more pace, energy and personality into its use of language.

Following an intensive period of research and development, we wrote a comprehensive guidelines document, complete with tone of voice principles, copy examples and advice on writing for different media channels, for use by KLM’s employees and agency partners worldwide.

Agency: Landor