• Atypical law firm

    Professional services / Tone of voice

    A distinctive tone of voice

    Cauldron design agency asked me to help them define a tone of voice for Atypical, a new Silicon Roundabout legal start up firm. We held a workshop with the key players, which established what makes this firm stand out from the crowd.

    Then I wrote tone of voice guidelines that make it easy for everyone in the firm to know what the brand stands for and how Atypical should come across in the written word.

  • My client, Kalvin Caudwell of Cauldron, said: “Any copywriter can write copy, but we needed someone to breathe life into a new concept within the brand-weary legal sector. Fiona’s inquisitive nature helped unearth the uniqueness of the proposition – producing elegant and engaging copy that gave the brand immediate understanding and personality. A great job, delivered on time, on budget and with a smile.”