Luma
Planning for a brighter future
Our services
Tone of voice
We help create tone of voice systems that make your brand clearer, more consistent and more recognisable. Not copy that sounds clever for the sake of it. Not generic marketing language. Just useful, confident language that feels like you and helps people understand why you matter.
How your brand speaks is just as important as how it looks. Tone of voice shapes how people understand your organisation, how they feel about you and whether they trust what you are saying.
More than just words on a page
Tone of voice is not just about whether your brand sounds friendly, professional, playful or premium. It is about creating a clear verbal system. What you say, how you say it, what you avoid, how you explain your value and how your language flexes across different audiences and situations.
A good tone of voice helps your team write with more confidence. It makes your website easier to understand, your campaigns more memorable and your brand more consistent across every touchpoint.
Brand messaging
Before we define how your brand should sound, we often need to clarify what it needs to say. We can help shape your core messaging, proposition, straplines, service messaging, audience-specific copy, campaign lines and website messaging hierarchy. This gives your organisation a clearer way to explain who you are, what you do and why people should choose you.
Strong messaging makes the rest of the brand easier to build. It gives your visual identity, website and campaigns a clearer story to carry.
Our work
A practical guide your team can use
A tone of voice should be easy to understand and easy to apply.
We create practical writing principles that help your team communicate consistently. That might include guidance on sentence length, personality, clarity, jargon, humour, confidence, calls to action, technical language and how to adapt the tone for different audiences.
The aim is not to make everyone write the same. It is to give your team a shared standard, so the brand feels consistent no matter who is writing.
Make your website clearer, sharper and easier to use
Your website is one of the most important places your tone of voice has to work. It needs to explain your offer quickly, guide users through the journey and make every interaction feel clear. That includes headlines, service copy, buttons, forms, error messages, FAQs, case studies and the small bits of microcopy that help people know what to do next.
We can create tone of voice and website copy that works with your UX, design system and digital platform, so the whole experience feels more joined up.
