Brand Voice & Corporate Narrative

I have led the development of brand guidelines, tone of voice, and corporate narrative for numerous brands over the years.

Most recently, I created the new corporate narrative and brand voice guidelines for Global University Systems, a network of 31 institutions , serving 174K+ students, 11K+ employees, and 20M+ unique subscribers worldwide.

The challenge was significant: create a single, coherent voice that honoured 31 distinct institutional identities and five service providers, without flattening what made each one different. Through extensive stakeholder consultation, I built a framework flexible enough for that diversity, yet strong enough to hold everything together under one brand architecture.

That meant striking a careful balance between academic credibility alongside accessible, engaging language, and a shared purpose that still felt authentic across wildly varied, international audiences. As part of this, I reimagined the organisation's website content and broader messaging, moving away from functional feature lists toward real storytelling, repositioning Global University Systems from education provider to catalyst for educational transformation.

The resulting guidelines and narrative now serve as the foundation for all Group communications, giving teams around the world clear direction to tell their own stories authentically, within one consistent, recognisable brand.