The brief

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Regatta Professional approached me to help define the voice and personality of Tactical Threads, a brand designed for tradespeople who wanted more from their workwear than standard hi-vis and heavy-duty basics.

As a completely new brand, Tactical Threads needed a clear identity, a tone of voice that reflected its audience and a strapline and marketing messages that would help it stand apart in a crowded market.

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The process

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Workwear marketing often sounds exactly how you'd expect workwear marketing to sound. Technical. Functional. Safe. Tactical Threads needed something different.

 

Working closely with Regatta's marketing team, I developed a tone of voice that reflected the people the brand was built for: skilled professionals who take pride in what they do and how they look while doing it. The aim was to create a voice that felt approachable, confident and authentic without losing the expertise expected from a technical clothing brand.

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The tone of voice guidelines established the foundations of the brand, defining its personality, language principles and communication style. To bring the brand to life, I used cultural references and personality traits to create a voice that felt more relatable than traditional workwear brands while still retaining credibility.

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Alongside the tone of voice development, I created the brand straplines and campaign messaging used across launch materials and marketing communications. The creative direction focused on the idea that workwear could be both functional and stylish, helping position Tactical Threads as a brand for people who wanted clothing that could take them from the building site to the pub without missing a beat.

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The outcome

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Workwear with attitude

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The resulting tone of voice gave Tactical Threads a distinctive personality from launch, helping separate it from a market often dominated by feature-led messaging and generic claims.

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Combined with bold straplines such as "Built with style", "Stay grounded" and "Stay hi-vis", the messaging created a recognisable brand identity that balanced practicality with individuality. The result was a workwear brand that felt more contemporary, more relatable and more aligned with the people wearing it.