Tone of voice

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Working with UntilNow felt organic and like an extension of our team. We knew after the first meeting you understood us as founders, the problem we were solving and were without a doubt the right partner.
ProfitPeak

Carla Penn-Kahn

Co-Founder

ProfitPeak

Tone of voice
Paste your last three customer emails into a doc. Do they sound like the same brand? UntilNow develops tone of voice systems that pass the test, with voice principles, do's and don'ts, and worked examples your writers can actually use. We pair voice work with copywriting and product UX writing so the system holds across every surface, not just the homepage.
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What we offer

How we shape your tone of voice

A distinctive tone of voice is the difference between copy that sounds like everyone else and copy that builds brand equity. We run a structured process designed to extract what makes your brand sound different, codify it into principles, and give your team the tools to apply it consistently.

  • Audit – We review existing copy across channels to map where your voice is working, where it is inconsistent, and where it is missing entirely.
  • Audience calibration – We align tone with the audiences you serve, balancing brand personality with customer expectations.
  • Voice principles – We define 3 to 5 voice pillars with clear do's, don'ts, and examples for writers.
  • Messaging toolkit – We deliver templates, example copy, and word banks your team can apply across web, sales, email, and product.
  • Enablement – We train your marketing, content, and product teams to apply the voice confidently and consistently.

Why invest in a defined tone of voice?

A memorable voice is a competitive advantage

Tone of voice is one of the few brand assets that touches every piece of communication your company produces. When it is defined and applied consistently, it compounds recognition, trust, and preference. When it is absent, every writer reinvents the wheel, and the brand fragments.

Recognition – A distinctive voice makes your brand recognisable even without the logo.

Consistency – A documented tone gives every writer a clear standard to hit.

Efficiency – Writers work faster when they have principles and examples to reference.

Trust – Coherent communication across channels signals a brand that knows who it is.

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FAQs

Tone of Voice FAQs

What is a tone of voice?
A tone of voice is the distinctive personality and style your brand uses in all written and spoken communication. It covers word choice, sentence structure, rhythm, formality, and emotional register. A defined tone helps every writer on your team sound like one brand rather than many.
How is tone of voice different from brand voice?
Brand voice is your brand's core personality — it stays constant. Tone is how that voice flexes by context: more upbeat in a launch email, more measured in a legal notice, more empathetic in customer support. We define both the underlying voice and the tonal range.
How long does a tone of voice project take?
Most projects run 4–6 weeks. That includes audit, stakeholder workshops, drafting, refinement, and enablement. Enterprise projects with multiple audiences or sub-brands can extend to 8–10 weeks.
What deliverables will I receive?
You receive a tone of voice guidelines document, voice principles with examples, a word bank, channel-specific templates, and optional training materials. Everything is designed for your team to apply immediately.
Who should be involved from our side?
We work best with a core group of 3–5 stakeholders: a brand or marketing lead, a content lead, and representation from sales or customer-facing teams. Founders or CEOs often join the principles workshop.
Can you help us roll out the new tone?
Yes. We run enablement sessions for writers, review sample rewrites, and can support the first wave of content updates. Many clients retain us for ongoing copywriting and content reviews after rollout.
Does tone of voice work for B2B brands?
Absolutely. B2B brands often benefit most from a defined tone because the category tends toward corporate sameness. A distinctive voice in B2B can become a genuine competitive advantage.
How do you measure success?
We track voice consistency through rubric-based audits, improvements in content engagement metrics, and qualitative feedback from writers and audiences. The biggest indicator is when new hires can write in your voice without needing heavy edits.

Results

Metrics
that matter

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Work

Tone of voice projects

July 12, 2023
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Prophero
Works

PropHero

Brand identity development for a proptech startup
November 13, 2023
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Tandem
Works

Tandem

April 5, 2025
Taking the hard work out of team work
April 30, 2024
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Kaiso Construction Compliance
Works

Kaiso

April 4, 2025
ISO compliance never felt (and looked) so good

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In their words

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UntilNow picked the perfect name and crafted a visual identity that resonates with our audience.
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Lauren Humphrey

Co-Founder

Tandem

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Verbal identity systems that make every team sound like one brand, with voice principles, do's and don'ts, and worked examples teams can apply.
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A flexible CMS the Arkeus team runs themselves, publishing news and roles without a developer.
A full redesign, rebuild and CMS the team runs themselves, at the pace a fast-scaling company needs.
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A Series A led by QIC Ventures and R+ VC to take Arkeus global. We built the website behind the new chapter.
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Types of engagement

How do we work?

We offer a range of strategy, design and executional services which can be employed together in a large innovation programme, or as individual assignments.  We’ll tailor each project to your unique needs and will always be available to offer the guidance and support required to meet each new objective.

*Estimation are in US Dollars and are subject of revision yearly.

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Projects

Suitable for short projects where the scope and team are well defined and the project can be accurately quantified end-to-end.

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Product Building
4 to 12 weeks
Brand Building
4 to 12 weeks
Audience Building
4 to 12 weeks
Code Building
8 to 12 weeks
Starting at
$18K
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Min of 3 Months
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Retainer

Ongoing support for your business. A full functioning design team dedicated to your company.

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Part Time
2.5 days per week
Full Time
4 to 5 days a week
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Fractional

Suitable for founders that are either running fast, or have hit a snag, and need some senior support.

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When it makes sense for everyone involved, we exchange our services for equity. This is typically done on a part cash, part equity basis (just think of us as a value-adding angel investor). In select cases, we will also act as the design co-founder on a new venture.

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Suitable for short projects where the scope and team are well defined and the project can be accurately quantified end-to-end.

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Suitable for projects where the scope is subject to change and/or where resources are needed on an ongoing basis.

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Suitable for studios, investors or companies that need a design co-founder to launch a new venture.

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Market research
Dive into the market dynamics to understand the potential size, growth, and trends. This phase helps founders gauge the overall demand and viability of their idea in the current and foreseeable market.
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Market research
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Market research
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Market research
Dive into the market dynamics to understand the potential size, growth, and trends. This phase helps founders gauge the overall demand and viability of their idea in the current and foreseeable market.
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FAQs

Branding, Web Design & UX/UI Agency

Why should you choose UntilNow as your web design, branding, and UX/UI partner?

Because we bring strategy and execution together. Unlike other creative agencies, we partner with you from idea validation to launch, ensuring every step drives measurable growth.

How long does it usually take to design and build a website or app?

Timelines depend on project scope, but a typical website development project takes 6–10 weeks, while apps may take longer depending on complexity. We always start with clear milestones and regular updates.

What industries and businesses do you typically work with?

We work with startups, scaleups, and ambitious organisations across tech, finance, health, and consumer products – anyone ready to scale with the right design and development partner.

Why is UX design so important?

Because great UX design improves engagement, conversion, and loyalty. A user-centred design approach ensures your customers have a seamless journey – making them more likely to stay, return, and recommend.

How should I approach UX design for my business?

Start with your users. Through UX audits, user testing, and journey mapping, we identify friction points and opportunities, then design solutions that make your product intuitive and effective.

Why do businesses invest in branding?

Branding builds trust, differentiation, and long-term growth. A strong brand identity ensures you stand out in competitive markets and connects your business with the right audience.

Do you build AI-powered digital products and automation tools?

Yes. As an AI automation agency, we design AI-driven tools, digital products, and strategies that help businesses save time, reduce costs, and scale smarter.

Will you provide training and support on how to update my website?

Absolutely. We believe in empowering clients. Whether it’s CMS training or ongoing support, we ensure you’re confident managing and growing your digital presence.

Why work with a Sydney-based web design agency like UntilNow?

Local expertise matters. As a Sydney web design agency, we understand the local market while delivering global-standard design, branding, and development solutions.

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