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Campaign Against Living Miserably

Cool. CALM. Consistent.

A serious topic, and a seriously distinctive voice. We showed CALM how to take their attitude everywhere.

Genuinely witty and disarmingly honest – suicide prevention charity CALM (Campaign Against Living Miserably) has a voice many brands would envy.

But it had never been properly pinned down.

So we scrutinised their voice to see what worked, what didn’t, and exactly what gave it an edge. Then we created a guide to sounding CALM in any situation. Including treading some tonal tightropes – like balancing humour with being supportive. 

Guidelines are great, but buy-in is better. Alongside their in-house writing team, we launched the voice to the whole organisation. Kicking off training to show how everyone can write like CALM – and cover everything their audiences need. 

The result is a standout new visual identity and voice. And it’s not just us who think so. Check out the coverage.

Creative Review

Creative Boom  

It’s Nice That

Brand New

Design Week

Reed Words took a voice that existed in many parts across many people – and moulded it into one impactful voice that is usable for the whole organisation.

Throughout the process, they skillfully navigated the nuanced challenges of working with a suicide prevention charity that doesn't speak like one. It was a huge pleasure working with Reed Words and rediscovering the power of our voice.

Dipika Saggi
Head of Brand and Marketing