Helping Thales UK find their own inner tone of voice.


Thales (pronounced Tallis) 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.

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 approached LEAP to help them define and develop their internal Tone of Voice (ToV). They wanted their writing to resonate with all areas of the business while remaining true to the master brand.

Our first step was to confirm their communication goals and to gain a better idea of how they were using language. We began with desk research and a series of internal workshops and surveys. These gave us the insights and examples that shaped everything that was to follow.

It was fascinating to see the range of communication styles that Thales were using. And it quickly became clear they needed to develop a consistent tone of voice their internal teams could all get behind.

As well as working closely with Thales to define their internal ToV, we helped them embed it in the organisation. 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.

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.

“It’s been a pleasure working with LEAP to develop our internal Tone of Voice for Thales UK. We worked in a collaborative way which made the whole process really enjoyable. LEAP took our vision and turned it into reality. They made us feel completely confident in their direction and the roll-out workshops received fantastic feedback.

Their considered and thought-through approach gave us an output which is robust, comprehensive and professional. Thank you!”

Michelle Curtis-Goodall,

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