An updated tone of voice for one of the world’s oldest brands

From 2013 to 2015, I worked as part of the team that developed new consumer and corporate positionings for The Royal Mint, the world’s first mint, and one of its oldest manufacturing brands.

The team’s deliverables included:

  • A ‘big brand idea’
  • A brand manifesto for internal and agents’ use
  • Internal and external communications guides

I led the development of content strategy, and delivery of a tone of voice guide that brought key brand drivers and messaging to life. Here are some pages from the finished guide:

The positionings and communications guides have now been fully adopted by the business, and the core brand team works regularly with The Royal Mint on other initiatives.