John Holland Tone of Voice

April 9, 2019

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  • John Holland rebrand

Working closely with the design and strategy teams at Frost* Design we created the new tone of voice for leading Australian engineering contractor – John Holland.

While true to its heritage, the new John Holland brand zooms in on the lives on everyday people to demonstrate the transformative difference the business makes to communities. In an industry where communication materials are dominated by hard hats and drone footage of cranes, John Holland’s focus is on what happens at an individual level.

Accordingly, the tone of voice puts human stories at the heart, zooming in on the benefits projects have.

Having defined the tone of voice principles, we applied them in the writing of the new brand book and capability documents for key parts of the business, including rail and dams and irrigation solutions.


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