Stagecoach Brand Tone of Voice
Defining and embedding a new tone of voice across a national transport organisation.
Enterprise-wide tone of voice strategy developed for Stagecoach, delivered through close internal collaboration and in partnership with London-based brand consultancy Brooklyn Brothers. The project focused on redefining how Stagecoach communicates across the business—internally and externally, B2C and B2B—with the aim of creating a more human, approachable and customer-focused voice.
The work involved defining new tone of voice principles and demonstrating how they should be applied across a wide range of communications. This included customer-facing touchpoints such as on-bus messaging, ticket sales and service updates, as well as customer care communications including complaints handling. It also extended into internal and corporate materials, from HR and maternity policies to internal updates and print communications.
To support adoption, I led a programme of interactive writing workshops across the UK and Scotland, working with internal teams and external partners responsible for everything from policy and lobbying to frontline customer communications. The result was a practical, widely adopted tone of voice designed to replace overly corporate language with something clearer, warmer and more human—without sacrificing clarity, consistency or authority.