KLM
Brand voice
Development of a new brand voice for KLM, designed to create a more consistent style and tone across its written and verbal communications.
The challenge was to capture the airline’s distinctive ‘Dutch spirit’, alongside its global outlook, while bringing greater pace, energy and personality to its language.
Following an intensive research and development phase, I produced a comprehensive guidelines document setting out tone of voice principles, practical examples and guidance on writing across different media channels, for use by KLM employees and agency partners worldwide.
Agency: Landor
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