Leeds University Union tone of voice workshop

Writing consultancy

Writing on the wall. Graphics around the union building reflect the new verbal identity.

How can you talk effectively to diverse groups of people? How can you make sure your words reflect your organisation’s personality and purpose? These were the questions we posed to the team as we looked at how to create and use a brand tone of voice.

Why a workshop?

Too often tone of voice guidelines are imposed on the people expected to use them. We believe in working with employees to develop and roll-out brand language. Exploring what the union’s voice should sound like in a workshop setting engaged everyone with the process.

The first result of the workshop was a short description of what the union — with its new charitable status — is all about.

Every student at Leeds is a part of Leeds University Union — a charity with over 33,000 members. We’re independent of the University, and run by six elected students, supported by volunteers and staff. We are here to help students get involved, make friends, have fun and love their time at Leeds.

Written collaboratively by the team, the statement sits at the centre of the union’s refreshed brand and its verbal identity. It just shows you what you can do when you put your words to it.

Leeds University Union is one of the leading students’ unions in the country; we have over 32,000 members from across the world. We’re really proud that we help students achieve great things alongside their studies. Becoming a charity over the summer gave us an opportunity to change the way we think about ourselves and talk about our impact. Polon’s engaging workshop was unlike any communications training the team had been on before and helped us to think differently about what we do. The words we use are now as important as the visual elements of our brand. Thanks Polon!

Tom Salmon - Marketing Manager, Leeds University Union