In-depth stakeholder interviews and workshops guided a new verbal (and visual) identity. We then immediately worked on a number of creative and campaign projects, and regularly work with the charity today.

Lark created tone of voice guidelines for Macmillan Cancer Support, specifically around engaging healthcare professionals and HNW donors. We led research, held workshops and wrote a new set of tone of voice guidelines to help create the distinctive voice we all know today.

The challenge was to create a clear, powerful and flexible tone of voice, and an internal messaging framework. Following an extensive research phase, our tone of voice brand guidelines housed tone of principles, copy examples and tone tips, a ‘tone spectrum’ (for different audiences and situations), and a comprehensive style guide.

We ran a series of consultations with staff, volunteers, carers and patients. This insider knowledge allowed us to build a new strapline, a tone of voice guide – including a tone spectrum (showing different situations) – and key pages on the Martlets website.

Our workshops and interviews invited everyone to contribute: staff, students and stakeholders around the world. We created a complete tone of voice toolkit and global messaging framework, and then led extensive training with future content creators.

Lark ran a series of discovery workshops with patients, tutors and clinicians. Findings from our research directed the brand book – with a new vision, mission, values, strapline and tone of voice.

We created new brand positioning, messaging and tone of voice guidelines for the national charity Dementia UK. From Board to volunteers, and beneficiaries, our research fed into an authentic and compelling verbal identity that’s helping the organisation to attract more supporters and reach more people in need.

We created extensive brand messaging and tone guidelines for the UK’s leading bowel disease charity, Crohn’s & Colitis UK. We produced these as a series of tactile playing cards, which featured key messaging and tone principles – enabling everyone across the organisation to understand and articulate the brand, at a glance.

National youth organisation OnSide came to Lark to help them create a new verbal and visual identity. When it came to tone of voice, we helped them find the principles to bring the energy of their brand to life, for all of their audiences across all channels.