Helping Thales UK find their voice.

The outline.

Thales is a multinational company providing technology solutions to the aerospace, defence, transportation and security industries. With 80,000 employees and operations in 68 countries, they help protect the national security interests of countries around the globe.

We helped define and develop Thales internal tone of voice (ToV) and embed it within communications across their organisation.

The challenge.

In their industry, Thales is a well-known brand with a clear and consistent proposition. However, when you’re a complex organisation with multiple, highly specialised departments, communicating internally with the same clear voice can be a challenge.

Thales wanted their writing to resonate with all areas of the business while remaining true to the master brand. Our initial desk research, surveys and internal workshops showed a fascinating range of communication styles in use and the need for a consistent tone all teams could get behind.

The solution.

Our research gave us the insights and examples that shaped everything that followed. Armed with a clear sense of Thales’ communication goals and the competing language styles attempting to meet them, we worked closely with Thales to develop an engaging ToV that would work effectively across internal teams.

We ran a series of interactive virtual training sessions tailored to different business areas and developed an engaging set of guidelines that brought our advice to life with bespoke examples and visual wit. Everyone at Thales could access these digitally, and we delivered a perfect bound, print-on-demand version to people who wanted a physical copy.

The results.

Thales’s open and collaborative approach to the project was key to its success – and helped us navigate the challenges of the pandemic. The new Tone of Voice has been widely adopted and all the feedback so far suggests it’s hit the right note.