Worldwide TOV - EQUANS × PLUME

Equans is a global force of 90,000 people across more than 100 nationalities, working on the energy, digital and industrial transitions that shape a lower-carbon world. Giving that many people, across that many countries, a single way of speaking, the same warmth in a technical report from Santiago as in a team meeting in Sydney, was the challenge PLUME, the Parisian creative agency, brought me in to help solve.

I wrote Equans' worldwide tone of voice: the tagline that now anchors the brand, Empowering Transitions, and a four-pillar framework, Insightful, Confident, Empathic, Enthusiastic, built to carry the same personality across a commercial tender, an HR pitch, or a sustainability report. The guide sets UK English and Oxford style as the shared standard, then shows how that voice flexes by channel: punchier on social, more structured on the website, more human internally, more evidence-led in the press.

The result is a framework built to travel: something 90,000 people, across every function and geography, can use to sound like one company without sounding like a script.