FIS360 brand positioning, tone of voice, and web copy

FIS360 operates at the intersection of energy innovation, technology development and commercialisation—helping organisations bring complex, high-impact innovations to market.

Much of the work sits within highly regulated and technically demanding environments, including the decommissioning of nuclear facilities such as Sellafield, where every site presents its own unique challenges. FIS360 supports innovators, universities and technology developers by helping them navigate these complexities and accelerate viable solutions into real-world application.

The brief was to create a clear and confident brand positioning and tone of voice that could explain what FIS360 does, why it matters, and the value it brings—without oversimplifying the technical reality of the sector. The work needed to speak credibly to a broad B2B audience, from academic institutions and innovation teams to commercial partners and government-linked organisations.

I led the development of the brand positioning and tone of voice, defining a clear narrative that balanced authority with accessibility. This was then rolled out across the FIS360 website, alongside guidance for social channels and personal branding to ensure consistency across all external communications.

While rooted in the energy sector, the positioning was deliberately designed to be flexible and scalable, allowing it to extend into adjacent industries including defence, oil and gas, and other innovation-led sectors where FIS360 operates.