UPL Culture Playbook

Brand culture and tone of voice playbook developed for UPL in partnership with Cambridge-based agency Kiss Communications. The project focused on articulating UPL’s purpose, positioning and communication direction—bringing clarity and energy to both the core business and its OpenAG innovation offering.

The work involved defining UPL’s brand values, behavioural principles and tone of voice, and translating them into a clear, inspiring narrative designed to engage new starters, partners and teams across the organisation.

All elements were brought together into a single culture playbook—an accessible, motivational guide intended to help people understand what UPL stands for, how it communicates, and the future it is working to build. The playbook was designed to be both practical and aspirational, supporting alignment, consistency and momentum across the business.