PROJECTS + CLIENTS

Applied Brand Language Architecture

Two decades of language design for global brands

For over twenty years, we’ve helped organisations express complex ideas with clarity – across UX writing, corporate communication, tone systems, narrative strategy and creative campaigns.

Across every sector and scale, one principle has remained constant: clarity is architectural.

How a brand thinks, speaks and creates must be designed with the same care as any other system.

We’ve shaped language across service ecosystems, product interfaces, internal platforms and high-stakes communication environments – ensuring every message stays coherent, human and structurally sound.

The case studies below reflect that continuity:
The work that shaped our approach to designing clear, coherent and scalable communication systems.

Case Studies

A selection of projects shaped by
clarity, created with intention.

Together, these projects formed the backbone of the Rule of Three Language System™. A decade of frameworks, experiments and governed design that shaped the discipline we practice today.

Overview
A multi-year collaboration shaping voice tone, dialogue logic and interface language across a family of intelligent devices.
What we contributed
– Defined voice principles, persona attributes and interaction rules for a conversational assistant.
– Developed localisation frameworks across multiple languages.
– Delivered UX writing systems for multi-screen environments and setup flows.
Outcome
A unified verbal experience across regions and product lines — improving clarity, coherence and user trust.
Why it matters
It strengthened our expertise in voice architecture, cross-cultural language design and conversational UX.

Overview
A long-term partnership helping a global service leader unify tone, clarify complex offerings and introduce scalable content structures across markets.
What we contributed
– Developed tone of voice frameworks and narrative principles.
– Designed modular templates for service pages and sector communications.
– Introduced governance tools to support consistency across regions.
Outcome
Clearer, more accessible communication across diverse industries and territories.
Why it matters
It refined our approach to structured content systems and large-scale editorial governance.

Overview
Support for a major B2B digital relaunch across UK and US markets — bringing clarity and cohesion to complex technical propositions.
What we contributed
– Defined tone and narrative structure for enterprise and SME audiences.
– Crafted UX copy across key journeys in collaboration with product and design teams.
– Humanised specialist terminology without losing precision.
Outcome
A unified, more approachable digital experience across channels.
Why it matters
It deepened our understanding of cross-channel narrative design and enterprise communication.

Overview
A multi-year engagement supporting the development of a scalable content practice for a leading regional organisation.
What we contributed
– Created bilingual tone guidelines and communication principles.
– Supported UX writing, onboarding flows and customer communications.
– Introduced templates, workflows and editorial processes for long-term clarity.
Outcome
A coherent, resilient communication foundation supporting teams across digital channels.
Why it matters
It sharpened our ability to design flexible frameworks that support writers, designers and stakeholders.

Overview
A communications programme helping global teams express diversity and inclusion with clarity, warmth and credibility.
What we contributed
– Developed tone of voice guidelines, narrative structure and messaging for D&I communications.
– Wrote intranet content, training materials, videos and internal documentation.
– Delivered creative concepts and scripts for consumer brands across markets.
Outcome
A unified D&I narrative adopted across teams and touchpoints.
Why it matters
It expanded our experience in ethical communication, cultural nuance and system-wide narrative alignment.

Overview
An experimental project exploring how human creativity and intelligent technology can co-author meaning with clarity and ethical control.
What we contributed
– Developed narrative voice, dialogue structure and on-camera language for two AI-generated hosts.
– Created frameworks for generative content, synthetic voices and governed production workflows.
– Designed a complete content pipeline spanning scripting, narration, image generation and editing.
Outcome
A working proof of concept for a governed, AI-assisted creative system.
Why it matters
It helped us explore the frontier of human–machine collaboration in narrative design and content creation.