Tone Of Voice Guide For Royal Automobile Association Of SA


The brief:

The Royal Automobile Association of South Australia (RAA) commissioned a tone of voice guide to better reflect its transformation into a more contemporary, innovative and progressive organisation. With a more consistent and distinctive way of talking to its members, it is now easier to recognise and relate to.

Copy sample:

Times are changing and so are we. We’ve been around for over 100 years which means we’ve learnt a thing or two.One of which is you’ve got to change with the times. We’re transforming into a more contemporary, innovative and progressive organisation, one that speaks in a modern,conversational tone. This means writing like we talk, more naturally. A good test is to ask yourself: Does that sound like something I’d say?

Over the next few pages we explore how our values and personality traits are reflected in the way we communicate with our customers and each other:

Reliable and responsible

Honest and trustworthy

Innovative and progressive



RAA Tone of Voice