Voice and Tone
Voice overview
Our voice is the foundation of how GES communicates. It defines the character behind every word we write: clear, confident, and human. This section introduces the core idea that anchors our style and shows how it can flex across different contexts while staying consistent.
Tone of voice
Primary voice
“Our voice is the handshake before the work begins - clear, confident, and human.”
This is the core line that anchors all of our tone of voice guidance. It’s how we want every piece of communication to feel.
Alternative for different contexts
Trust-building
“Every word builds trust — our tone makes sure it lasts.”
Examples: proposals, client comms
Vision-led
“Our voice is the blueprint: confident, creative, and human.”
Examples: brand, website, speaking slots
Direct and practical
“Clarity isn’t decoration. It’s how we connect.”
Examples: press, technical docs
Inspirational
“We design and build experiences. Our words should also feel like one.”
Examples: social, campaigns
Why tone matters
GES creates experiences that connect. Our words need to do the same. A consistent tone of voice makes sure that whether a client is reading a proposal, scrolling LinkedIn, or walking through our website, they always hear the same character: trusted, confident, and human.
Our tone isn’t decoration. It’s how we show who we are and how we work. It makes complex ideas clear, turns technical detail into benefits, and proves that creativity and practicality can live together.
Our core principles
Confident, not cocky
We have nearly a century of experience. That gives us authority - but we use it to explain, not to boast. We guide without talking down.
Vision-led
Creative, not chaotic
Big ideas only matter if they’re delivered well. We bring imagination but always tie it to real-world outcomes.
Collaborative, not cliquey
We speak with customers, not at them. We make space for their voice. We keep the door open, not closed.
Human, not corporate
Jargon doesn’t connect people. Plain English does. We prefer natural, everyday words over buzzwords.
Our core principles
Clarity first
Short (20 words, max), sentences in the active voice. Say what we mean, no padding.
Plain English
Replace “solutions” with “ways forward,” “synergies” with “working together.”
Sell benefits, not features
We don’t sell the mattress, we sell the good night’s sleep. Always tie the detail back to the value it brings to our customers.
Contractions welcome
“We’re,” “you’ll,” “it’s.” Keeps us approachable.
Inclusive voice
“We” and “you,” not faceless “the company” or “the client.”
Balanced rhythm
A mix of short punchy lines and longer flowing sentences for variety.
Punctuation with purpose
Question marks invite curiosity, but don’t over dramatise with multiple exclamation marks.
Tone in context
Our voice doesn’t change, but our tone flexes depending on where and how we’re communicating. Whether it’s a proposal, a press release, or a LinkedIn post, the same principles apply: clarity, confidence, and a human touch. This section shows how to adapt our words to fit different situations, with examples that turn abstract rules into everyday practice.
Tone in practice
Use contractions, write like you’d explain it to a colleague over coffee. One idea per post.
Dial up: Human, Creative
Dial down: Formality
Client proposals
Lead with client benefits. Avoid marketing fluff. Keep sentences tight.
Confident, Precise
Over-friendliness
Press releases
Facts first, then context, then brand message. Quotes should sound like real people, not soundbites.
Authority, Clarity
Over-embellishment
Website copy
Address the reader as “you.” Split longer paragraphs with subheads. Write for scanning as well as reading.
Collaborative, Human
Overly technical
Sustainability comms
Use specific numbers and certifications. Avoid “eco-friendly” without proof. Say what we’ve achieved and what’s next.
Transparency, Humility
Vague claims
Alternative for different contexts
Before
Feature-led
“Our exhibition stands use lightweight, modular frames.”
Focuses only on technical features.
After
Feature-led
“Our stands adapt to your objectives, so your team spends less time trying to be part-time architects and more time engaging visitors.”
Focuses on client outcomes and benefits.
Before
Feature-led
“Our solutions are tailored to synergise with client requirements in order to deliver optimal outcomes.”
Uses jargon that makes the message harder to understand.
After
Feature-led
“We design every project around your goals, so the outcome works in the real world.”
Uses clear, everyday language that connects directly to client goals.
Before
Feature-led
“GES has been a trusted supplier to the events industry since 1939.”
Feels distant and corporate.
After
Feature-led
“For nearly a century, we’ve been building experiences that bring people together.”
Sounds human, warm, and focused on people.
Use cases
Technical writing
Specs matter, but they shouldn’t bury the benefit.
“12m span truss,”
Too technical.
“Strong enough to create an open, welcoming space.”
Keeps the detail but shows the value in human terms.
Sustainability
Be precise, and avoid vague or inflated claims.
“Reduced our footprint.”
Too vague.
“Cut 200 tonnes of carbon in 2024.”
Specific numbers build credibility and trust.
Client quotes
Keep the client’s personality intact.
“GES provided a comprehensive and professional service that met all our business requirements.”
Over-edited.
“GES made the whole process easy — we didn’t have to worry about a thing.”
Feels natural and authentic, showing genuine enthusiasm instead of corporate jargon.
Micro-examples by channel
Specs matter, but they shouldn’t bury the benefit.
“Events don’t just happen. They’re designed. From the first sketch to the final spotlight, we make every detail work harder for your audience.”
Punchy, shareable, and written in a way that invites engagement.
Proposal Deck
Highlight reliability and impact, not just delivery.
“Events don’t just happen. They’re designed. From the first sketch to the final spotlight, we make every detail work harder for your audience.”
Balances practical detail with confidence, reassuring the client.
Press release
Be specific and show authority while keeping the language plain.
“GES EMEA today announced the launch of its new sustainability initiative, projected to cut 200 tonnes of carbon in 2025. The programme builds on more than a century of delivering smarter, more responsible experiences.”
Facts give credibility, history adds trust, and the language avoids spin.
Website copy
Speak directly to the reader’s needs, then show how you solve them.
“You want an exhibition that pulls people in. We’ll help you create it — from planning the flow of your space to the final build on site.”
Conversational and client-focused, moving quickly from challenge to solution.
Inclusive communication
Our words should be accessible to everyone. Inclusivity means thinking about how people read, hear, and experience our content — from contrast on the page to the language choices we make. This section sets out the principles to help every piece of communication feel open, respectful, and easy to understand.
Visual accessibility
Contrast and formatting
High contrast between text and background, especially for headings and tables.
Avoid underlining for emphasis
Underlines can be confused with hyperlinks. Consider using bold or italics instead.
Language accessibility
Reading level
Consider running a readability check. Aim for a reading age of around 11–13 years (Year 7–8) to ensure broad accessibility.
Avoid idioms or metaphors
Remember that we speak to an international and neurodiverse audience, so keep colloquialisms to a minimum.
Neurodiversity considerations
Rhythm and pacing
Break up longer paragraphs with bullet points or subheads to support neurodiverse readers.
Consistency in formatting
Ensure consistent use of punctuation and formatting across examples - this helps reduce cognitive load.
Screen reader compatibility
Tables and emojis
Screen readers may struggle with complex tables or emojis. Consider offering plain-text alternatives and alt-text descriptions.
Inclusive language
Avoid gendered language unless contextually relevant.
Maintain sensitivity to cultural differences in phrasing (e.g. avoid idioms like “the devil is in the details”).
Avoiding ableist language (e.g. “crazy idea,” “blind spot”).
Quick checklist before you publish
Does it sound like something you’d say out loud?
Is it free of jargon and filler?
Does it make the benefit clear?
Could a new client understand it in one read?
Does it feel confident but human?
If the answer is yes to all five, you’re in the right place.
Previous
Principles
Next
Overview
© Gudstuff Design Ltd
All Rights Reserved
Voice and Tone
Voice overview
Our voice is the foundation of how GES communicates. It defines the character behind every word we write: clear, confident, and human. This section introduces the core idea that anchors our style and shows how it can flex across different contexts while staying consistent.
Tone of voice
Primary voice
“Our voice is the handshake before the work begins - clear, confident, and human.”
This is the core line that anchors all of our tone of voice guidance. It’s how we want every piece of communication to feel.
Alternative for different contexts
Trust-building
“Every word builds trust — our tone makes sure it lasts.”
Examples: proposals, client comms
Vision-led
“Our voice is the blueprint: confident, creative, and human.”
Examples: brand, website, speaking slots
Direct and practical
“Clarity isn’t decoration. It’s how we connect.”
Examples: press, technical docs
Inspirational
“We design and build experiences. Our words should also feel like one.”
Examples: social, campaigns
Why tone matters
GES creates experiences that connect. Our words need to do the same. A consistent tone of voice makes sure that whether a client is reading a proposal, scrolling LinkedIn, or walking through our website, they always hear the same character: trusted, confident, and human.
Our tone isn’t decoration. It’s how we show who we are and how we work. It makes complex ideas clear, turns technical detail into benefits, and proves that creativity and practicality can live together.
Our core principles
Confident, not cocky
We have nearly a century of experience. That gives us authority - but we use it to explain, not to boast. We guide without talking down.
Vision-led
Creative, not chaotic
Big ideas only matter if they’re delivered well. We bring imagination but always tie it to real-world outcomes.
Collaborative, not cliquey
We speak with customers, not at them. We make space for their voice. We keep the door open, not closed.
Human, not corporate
Jargon doesn’t connect people. Plain English does. We prefer natural, everyday words over buzzwords.
Our core principles
Clarity first
Short (20 words, max), sentences in the active voice. Say what we mean, no padding.
Plain English
Replace “solutions” with “ways forward,” “synergies” with “working together.”
Sell benefits, not features
We don’t sell the mattress, we sell the good night’s sleep. Always tie the detail back to the value it brings to our customers.
Contractions welcome
“We’re,” “you’ll,” “it’s.” Keeps us approachable.
Inclusive voice
“We” and “you,” not faceless “the company” or “the client.”
Balanced rhythm
A mix of short punchy lines and longer flowing sentences for variety.
Punctuation with purpose
Question marks invite curiosity, but don’t over dramatise with multiple exclamation marks.
Tone in context
Our voice doesn’t change, but our tone flexes depending on where and how we’re communicating. Whether it’s a proposal, a press release, or a LinkedIn post, the same principles apply: clarity, confidence, and a human touch. This section shows how to adapt our words to fit different situations, with examples that turn abstract rules into everyday practice.
Tone in practice
Use contractions, write like you’d explain it to a colleague over coffee. One idea per post.
Dial up: Human, Creative
Dial down: Formality
Client proposals
Lead with client benefits. Avoid marketing fluff. Keep sentences tight.
Confident, Precise
Over-friendliness
Press releases
Facts first, then context, then brand message. Quotes should sound like real people, not soundbites.
Authority, Clarity
Over-embellishment
Website copy
Address the reader as “you.” Split longer paragraphs with subheads. Write for scanning as well as reading.
Collaborative, Human
Overly technical
Sustainability comms
Use specific numbers and certifications. Avoid “eco-friendly” without proof. Say what we’ve achieved and what’s next.
Transparency, Humility
Vague claims
Alternative for different contexts
Before
Feature-led
“Our exhibition stands use lightweight, modular frames.”
Focuses only on technical features.
After
Feature-led
“Our stands adapt to your objectives, so your team spends less time trying to be part-time architects and more time engaging visitors.”
Focuses on client outcomes and benefits.
Before
Feature-led
“Our solutions are tailored to synergise with client requirements in order to deliver optimal outcomes.”
Uses jargon that makes the message harder to understand.
After
Feature-led
“We design every project around your goals, so the outcome works in the real world.”
Uses clear, everyday language that connects directly to client goals.
Before
Feature-led
“GES has been a trusted supplier to the events industry since 1939.”
Feels distant and corporate.
After
Feature-led
“For nearly a century, we’ve been building experiences that bring people together.”
Sounds human, warm, and focused on people.
Use cases
Technical writing
Specs matter, but they shouldn’t bury the benefit.
“12m span truss,”
Too technical.
“Strong enough to create an open, welcoming space.”
Keeps the detail but shows the value in human terms.
Sustainability
Be precise, and avoid vague or inflated claims.
“Reduced our footprint.”
Too vague.
“Cut 200 tonnes of carbon in 2024.”
Specific numbers build credibility and trust.
Client quotes
Keep the client’s personality intact.
“GES provided a comprehensive and professional service that met all our business requirements.”
Over-edited.
“GES made the whole process easy — we didn’t have to worry about a thing.”
Feels natural and authentic, showing genuine enthusiasm instead of corporate jargon.
Micro-examples by channel
Specs matter, but they shouldn’t bury the benefit.
“Events don’t just happen. They’re designed. From the first sketch to the final spotlight, we make every detail work harder for your audience.”
Punchy, shareable, and written in a way that invites engagement.
Proposal Deck
Highlight reliability and impact, not just delivery.
“We’ll design and deliver a space built around your goals — on time, on budget, and with impact that lasts beyond the event.”
Balances practical detail with confidence, reassuring the client.
Press release
Be specific and show authority while keeping the language plain.
“GES EMEA today announced the launch of its new sustainability initiative, projected to cut 200 tonnes of carbon in 2025. The programme builds on more than a century of delivering smarter, more responsible experiences.”
Facts give credibility, history adds trust, and the language avoids spin.
Website copy
Speak directly to the reader’s needs, then show how you solve them.
“You want an exhibition that pulls people in. We’ll help you create it — from planning the flow of your space to the final build on site.”
Conversational and client-focused, moving quickly from challenge to solution.
Inclusive communication
Our words should be accessible to everyone. Inclusivity means thinking about how people read, hear, and experience our content — from contrast on the page to the language choices we make. This section sets out the principles to help every piece of communication feel open, respectful, and easy to understand.
Visual accessibility
Contrast and formatting
High contrast between text and background, especially for headings and tables.
Avoid underlining for emphasis
Underlines can be confused with hyperlinks. Consider using bold or italics instead.
Language accessibility
Reading level
Consider running a readability check. Aim for a reading age of around 11–13 years (Year 7–8) to ensure broad accessibility.
Avoid idioms or metaphors
Remember that we speak to an international and neurodiverse audience, so keep colloquialisms to a minimum.
Neurodiversity considerations
Rhythm and pacing
Break up longer paragraphs with bullet points or subheads to support neurodiverse readers.
Consistency in formatting
Ensure consistent use of punctuation and formatting across examples - this helps reduce cognitive load.
Screen reader compatibility
Tables and emojis
Screen readers may struggle with complex tables or emojis. Consider offering plain-text alternatives and alt-text descriptions.
Inclusive language
Avoid gendered language unless contextually relevant.
Maintain sensitivity to cultural differences in phrasing (e.g. avoid idioms like “the devil is in the details”).
Avoiding ableist language (e.g. “crazy idea,” “blind spot”).
Quick checklist before you publish
Does it sound like something you’d say out loud?
Is it free of jargon and filler?
Does it make the benefit clear?
Could a new client understand it in one read?
Does it feel confident but human?
If the answer is yes to all five, you’re in the right place.
Previous
Principles
Next
Overview
© Gudstuff Design Ltd
All Rights Reserved
Voice and Tone
Voice overview
Our voice is the foundation of how GES communicates. It defines the character behind every word we write: clear, confident, and human. This section introduces the core idea that anchors our style and shows how it can flex across different contexts while staying consistent.
Tone of voice
Primary voice
“Our voice is the handshake before the work begins - clear, confident, and human.”
This is the core line that anchors all of our tone of voice guidance. It’s how we want every piece of communication to feel.
Alternative for different contexts
Trust-building
“Every word builds trust — our tone makes sure it lasts.”
Examples: proposals, client comms
Vision-led
“Our voice is the blueprint: confident, creative, and human.”
Examples: brand, website, speaking slots
Direct and practical
“Clarity isn’t decoration. It’s how we connect.”
Examples: press, technical docs
Inspirational
“We design and build experiences. Our words should also feel like one.”
Examples: social, campaigns
Why tone matters
GES creates experiences that connect. Our words need to do the same. A consistent tone of voice makes sure that whether a client is reading a proposal, scrolling LinkedIn, or walking through our website, they always hear the same character: trusted, confident, and human.
Our tone isn’t decoration. It’s how we show who we are and how we work. It makes complex ideas clear, turns technical detail into benefits, and proves that creativity and practicality can live together.
Our core principles
Confident, not cocky
We have nearly a century of experience. That gives us authority - but we use it to explain, not to boast. We guide without talking down.
Vision-led
Creative, not chaotic
Big ideas only matter if they’re delivered well. We bring imagination but always tie it to real-world outcomes.
Collaborative, not cliquey
We speak with customers, not at them. We make space for their voice. We keep the door open, not closed.
Human, not corporate
Jargon doesn’t connect people. Plain English does. We prefer natural, everyday words over buzzwords.
How we write
Clarity first
Short (20 words, max), sentences in the active voice. Say what we mean, no padding.
Plain English
Replace “solutions” with “ways forward,” “synergies” with “working together.”
Sell benefits, not features
We don’t sell the mattress, we sell the good night’s sleep. Always tie the detail back to the value it brings to our customers.
Contractions welcome
“We’re,” “you’ll,” “it’s.” Keeps us approachable.
Inclusive voice
“We” and “you,” not faceless “the company” or “the client.”
Balanced rhythm
A mix of short punchy lines and longer flowing sentences for variety.
Punctuation with purpose
Question marks invite curiosity, but don’t over dramatise with multiple exclamation marks.
Tone in context
Our voice doesn’t change, but our tone flexes depending on where and how we’re communicating. Whether it’s a proposal, a press release, or a LinkedIn post, the same principles apply: clarity, confidence, and a human touch. This section shows how to adapt our words to fit different situations, with examples that turn abstract rules into everyday practice.
Tone in practice
Use contractions, write like you’d explain it to a colleague over coffee. One idea per post.
Dial up: Human, Creative
Dial down: Formality
Client proposals
Lead with client benefits. Avoid marketing fluff. Keep sentences tight.
Confident, Precise
Over-friendliness
Press releases
Facts first, then context, then brand message. Quotes should sound like real people, not soundbites.
Authority, Clarity
Over-embellishment
Website copy
Address the reader as “you.” Split longer paragraphs with subheads. Write for scanning as well as reading.
Collaborative, Human
Overly technical
Sustainability comms
Use specific numbers and certifications. Avoid “eco-friendly” without proof. Say what we’ve achieved and what’s next.
Transparency, Humility
Vague claims
Examples
Before
Feature-led
“Our exhibition stands use lightweight, modular frames.”
Focuses only on technical features.
After
Benefit-led
“Our stands adapt to your objectives, so your team spends less time trying to be part-time architects and more time engaging visitors.”
Focuses on client outcomes and benefits.
Before
Jargon-heavy
“Our solutions are tailored to synergise with client requirements in order to deliver optimal outcomes.”
Uses jargon that makes the message harder to understand.
After
Plain English
“We design every project around your goals, so the outcome works in the real world.”
Uses clear, everyday language that connects directly to client goals.
Before
Corporate-tone
“GES has been a trusted supplier to the events industry since 1939.”
Feels distant and corporate.
After
Human and Engaging
“For nearly a century, we’ve been building experiences that bring people together.”
Sounds human, warm, and focused on people.
Use cases
Technical writing
Specs matter, but they shouldn’t bury the benefit.
“12m span truss,”
Too technical.
“Strong enough to create an open, welcoming space.”
Keeps the detail but shows the value in human terms.
Sustainability
Be precise, and avoid vague or inflated claims.
“Reduced our footprint.”
Too vague.
“Cut 200 tonnes of carbon in 2024.”
Specific numbers build credibility and trust.
Client quotes
Keep the client’s personality intact.
“GES provided a comprehensive and professional service that met all our business requirements.”
Over-edited.
“GES made the whole process easy — we didn’t have to worry about a thing.”
Feels natural and authentic, showing genuine enthusiasm instead of corporate jargon.
Micro-examples by channel
Specs matter, but they shouldn’t bury the benefit.
“Events don’t just happen. They’re designed. From the first sketch to the final spotlight, we make every detail work harder for your audience.”
Punchy, shareable, and written in a way that invites engagement.
Proposal Deck
Highlight reliability and impact, not just delivery.
“We’ll design and deliver a space built around your goals — on time, on budget, and with impact that lasts beyond the event.”
Balances practical detail with confidence, reassuring the client.
Press release
Be specific and show authority while keeping the language plain.
“GES EMEA today announced the launch of its new sustainability initiative, projected to cut 200 tonnes of carbon in 2025. The programme builds on more than a century of delivering smarter, more responsible experiences.”
Facts give credibility, history adds trust, and the language avoids spin.
Website copy
Speak directly to the reader’s needs, then show how you solve them.
“You want an exhibition that pulls people in. We’ll help you create it — from planning the flow of your space to the final build on site.”
Conversational and client-focused, moving quickly from challenge to solution.
Inclusive content creation
Our words should be accessible to everyone. Inclusivity means thinking about how people read, hear, and experience our content — from contrast on the page to the language choices we make. This section sets out the principles to help every piece of communication feel open, respectful, and easy to understand.
Visual accessibility
Contrast and formatting
High contrast between text and background, especially for headings and tables.
Avoid underlining for emphasis
Underlines can be confused with hyperlinks. Consider using bold or italics instead.
Language accessibility
Reading level
Consider running a readability check. Aim for a reading age of around 11–13 years (Year 7–8) to ensure broad accessibility.
Avoid idioms or metaphors
Remember that we speak to an international and neurodiverse audience, so keep colloquialisms to a minimum.
Neurodiversity considerations
Rhythm and pacing
Break up longer paragraphs with bullet points or subheads to support neurodiverse readers.
Consistency in formatting
Ensure consistent use of punctuation and formatting across examples - this helps reduce cognitive load.
Screen reader compatibility
Tables and emojis
Screen readers may struggle with complex tables or emojis. Consider offering plain-text alternatives and alt-text descriptions.
Inclusive language
Avoid gendered language unless contextually relevant.
Maintain sensitivity to cultural differences in phrasing (e.g. avoid idioms like “the devil is in the details”).
Avoiding ableist language (e.g. “crazy idea,” “blind spot”).
Quick checklist before you publish
Does it sound like something you’d say out loud?
Is it free of jargon and filler?
Does it make the benefit clear?
Could a new client understand it in one read?
Does it feel confident but human?
If the answer is yes to all five, you’re in the right place.
Previous
Principles
Next
Overview
© Gudstuff Design Ltd
All Rights Reserved