Macmillan rebranded in 2014 and I led on updating the tone of voice and integrating our new brand proposition so that it was clear and useful for all internal and external stakeholders.Our tone of voice had always been warm, approachable and sincere and we subtly expanded our tone of voice spectrum to include more bold, powerful language, so that we could also reach a younger, charity-savvy audience who are used to rallying cries and more adamant language.