COI

Brand voice

‘OnePlace’ was a new COI information brand that brought together, for the first time, annual reports on a range of local public services – providing an unbiased view on the quality of life in every area across England.

We were appointed to define a tone of voice for OnePlace that would position it as a trustworthy, authoritative brand, with relevance to a diverse public audience.

We developed a series of tone of voice principles that aimed to break free from the jargon of internal reporting, creating a storytelling style that built a strong sense of credibility while presenting facts in an objective way.

We then captured this thinking in a master guidelines document for use by all those contributing to OnePlace communications, across multiple media channels.

Agency: FHD