Challenge: warming up B2B in a way that feels engaging and human but not contrived.

When Public Nectar came to us for a TOV rethink, we assessed their arena and it became clear that, in order to differentiate, they’d have to resonate. To do that, they’d have to humanise their comms. Taking their design strategy into account — this idea of being rooted in reason and rationale, of cutting the agency cr*p — we formulated a TOV strategy that felt clean-cut, minimal and functional, that told a story simply and well. Borrowing language from the industrial space — ‘engineering’, ‘innovative’, ‘slick’ — we sculpted an authoritative brand voice that feels and intelligent (not pompous), self-assured (not arrogant) and is tempered with an inflection of playful warmth. We humanised it.