Speaking the global language of business

With a presence across healthcare, foodservice, retail and e-commerce, GS1 UK communicates with lots of different audiences. We got them speaking with one voice that expressed their brand values.

Tone of voice consultancy

To establish a tone of voice for GS1-UK, we held a number of workshops with key stakeholders to find out how they saw the company now – and how they wanted others to see it in the future. This resulted in a number of new tone of voice values, expressed through guidelines that included detailed examples of the tone in practice.


Since drawing up the guidelines, we’ve helped GS1-UK employees from across the organisation keep it fresh in their minds with a range of training sessions. These workshops gave staff a deeper insight into the GS1-UK tone of voice and offered practical writing tips.

“We’ve worked with Ink for four years now in a number of ways and they’ve played a huge role in improving the quality of GS1 UK’s communications. The starting point was developing our tone of voice. This was a great way of getting our teams engaged and excited about our new website, as well as teaching them about how to produce more compelling copy. Since then, Ink has supported us with bespoke training services, copywriting jobs for reports and thought leadership pieces. The Ink team is always responsive and they know our tone of voice inside out. Quite simply, they do a great job.” – Holly Porter, Chief Marketing Officer