University of Roehampton

Like many HEIs, the University of Roehampton needs to coordinate comms written by many different people – with individual faculties and departments all producing content and often using different terminology and styles.

The answer? To develop a comprehensive tone of voice guide to set out the ‘Roehampton way of writing’ – and help their teams write in a more consistent way, while still being authentic and true to their brand.

After explaining the new tone of voice and how it links back to their values, we included ‘before’ and ‘after’ examples, so that staff could clearly see how to apply the new way of writing, with practical examples.

Working with Jo who is an expert in the field of writing copy within higher education was wonderfully effective. She is able to advise at each stage of the project and provided an excellent set of tone of voice guides. The friendly and accessible tone of voice was explained well with sample sections which will contribute well to uniting the tone of voice at the University of Roehampton.

Renee Colgate, University of Roehampton

We structured the guide around three main sections.

The first introduces the new Roehampton way of writing, with easy-to-follow advice on how to achieve it.

The second shows the ‘tone of voice in action’ – with before and after examples, and clear annotated explanations.

And the third summarises all the key style points writers might need to know about, from bullet points to capital letters.