The AA Brand Tone of Voice
Tone of voice strategy and adoption for a major UK motoring and insurance brand.
Tone of voice strategy and copywriting developed for the AA in partnership with brand design consultancy Elmwood, as part of a wider brand evolution programme. I was brought in to lead the tone of voice work, defining new principles to support clearer, more customer-centric communication across the organisation.
The project involved reviewing a wide range of B2C and B2B customer communications, identifying opportunities to make messaging more empathetic, benefit-led and accessible—while remaining commercially focused and sales-effective in a highly competitive retail environment.
Alongside the strategic development of the tone of voice, I led a series of on-site workshops at the AA’s London offices. These sessions were designed to help internal teams and partner agencies understand, adopt and confidently apply the new tone of voice in their day-to-day communications.