An engaging new voice for industry
At Factotum, we love helping organisations find the right words – and the right way to say them. So when the Engagement Institute (formerly IAP2 Australasia) asked us to help launch their brand-spanking new name and identity in their new tone of voice, we were thrilled to roll up our sleeves and get stuck in.
This wasn’t just a nip and tuck. It was a full glow-up – a new name, new brand look and feel, and a completely reimagined tone of voice.
As the Engagement Institute put it, the shift was long overdue. For an organisation focused on building better engagement across Australia and New Zealand, the old name and branding no longer reflected who
they are or who they serve.
“To better represent its stakeholders and members, IAP2 Australasia is moving from unfamiliar language (public participation) and a look and feel that lacks warmth to a brand engagement professionals can be proud of. A brand with the stature, trust and boardroom credibility of predominant peak bodies, with added warmth.”
Why change a tone of voice?
The golden rule of engagement: be engaging.
Beyond the sleek new visuals, something deeper shifted – the Engagement Institute unveiled a new tone of voice to better reflect their
vision, values and community.
One of the first principles of great engagement is clarity – helping people understand what you mean, and why it matters. So, when your mission is to champion meaningful engagement, your own communication needs to embody those values.
The new tone had to strike a careful balance: credible but not cold, professional but not overly polished, inspiring but still grounded in real-world outcomes. It needed to speak with the confidence of a leading authority – and
the warmth of someone who really gets it.
So where did Factotum come in?
The Engagement Institute had already done the work to define their tone of voice in a clear, practical style guide. Our job was to help bring it to life – across launch content, digital assets and everything in
between.
That meant taking the new tone off the page and putting it into action – rewriting website copy, creating blog content, developing launch communications (think EDMs, PowerPoints, how-to packs – you name it) and making
sure every word felt intentional, accessible and on brand.
Cutting the jargon, warming up the tone, and injecting more humanity and clarity into every line – always guided by the Engagement Institute’s newly minted voice.
A tone that opens doors
At its heart, this wasn’t just a comms project. It was about helping the Engagement Institute reflect its purpose more clearly – and connect more meaningfully with the people it serves.
Because when engagement is your business, your own voice
should lead by example.
We’re proud to have played a part in this exciting new chapter – and we can’t wait to see where the Engagement Institute goes next.
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Curious about what a tone of voice refresh could look like for your organisation – or need support rolling out a new brand identity? Let’s chat.
