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The brief

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Tebex had grown into a market leader, but their tone of voice hadn't quite kept pace. They wanted to be seen as more direct, dynamic and confident, while still staying true to their gaming roots. As a young, knowledgeable team, they also wanted their communications to better reflect the people behind the brand and the expertise they'd built within the industry.

Alongside creating a new tone of voice, I was tasked with rewriting key website pages to bring the new brand personality to life.
 

The process

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Gaming is one of those industries where it's very easy to disappear down a rabbit hole. One minute you're reviewing website copy, the next you're learning how server owners monetise Minecraft communities and wondering whether you've accidentally started a second career.

To understand where Tebex wanted to go, I worked with the team to explore how they viewed themselves, how customers viewed them and where there were gaps between the two. From there, I developed a tone of voice framework covering brand personality, messaging principles, writing guidelines and practical examples.
 

Once the foundations were in place, it was time to tackle the website. The challenge wasn't making Tebex sound clever – they already were. The challenge was making a complex product feel clear, approachable and engaging without stripping away the technical expertise that made customers trust them in the first place.

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The outcome

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A brand with personality

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The finished tone of voice gave Tebex a consistent framework that could be used across marketing, product and customer communications, whether the content was being created internally or by external partners. The website copy brought that voice to life through stronger headlines, clearer messaging and more compelling calls to action. Technical features became easier to understand, customer benefits became more obvious and the brand felt much more like the people behind it: knowledgeable, confident and unapologetically rooted in gaming culture.