Landsec Brand Hub - Tone of voice principles

Our brand story

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We consider the impact of our words, how they represent our brand and the best way to deliver our message.

Principles overview

Collaboration, passion, people, community, places, faces, make, mix, think, talk, change, ride, walk, choose, create, support, discover, develop, design. Everything is experience.

Our words – spoken or written – should be clear and easy to understand. Just like we’re speaking directly to another person. Use these principles as a reference point for how we sound, a guide rather than a set of rules.

  1. Use the active voice
  2. Be careful with jargon
  3. Don’t change our tone for different audiences
  4. Use language that’s easy to understand
  5. Write with emotion to connect with people
  6. Bring in the benefits

Principle 1Use the active voice

We speak in the active voice because it helps us explain all the great things we’re doing. We don’t do dull. Active words and adjectives add personality, and bring life to the story, so use them across all platforms.

Active voice words animation
Investor and consumer appropriate animation

Principle 2Be careful with jargon

Be careful to limit your use of industry buzzwords, jargon and technical terms. We realise there are instances where some words are more appropriate than others. After all, jargon is only jargon when it’s not relevant to the audience.

Principle 3Don’t change our tone for different audiences

We have many different audiences and communication platforms at Landsec but that doesn’t mean we should change our tone of voice for each one. We are Landsec and we’re confident in everything we do.


We’ve put together a selection of stories to give an idea of what it’s like working and living with us.


We create great space where people and businesses thrive.


We constantly refresh the space, brands and experience at Bluewater. In 2018 we enabled Apple to double its floor space, added more cinema screens and a trampoline park, and launched an online sales portal. We'll shortly be welcoming Primark, too.

Principle 4Use language that's easy to understand

We don’t waste words. We say what’s needed in a meaningful way. If your sentences are longer than 25 words, break them up or condense them. If you can’t, make sure they’re in plain English. Avoid using puns or colloquial language.

Principle 5Write with emotion to connect with people

We use emotion and personality to engage our audiences so they feel involved in everything we do. Everything we do is about people and their experience. So we write in a personal, descriptive way.


Landsec is more than a good place to work. We’ve created a culture that’s inclusive and rewarding, helping to motivate, support, challenge and recognise you wherever you work with us.


There’s plenty to be excited about. Our work in Victoria, SW1 is set to transform the area into one of central London’s most desirable places to work, live, shop and invest.

Principle 6Bring in the benefits

What are we enabling others to experience or do? Talking about the benefits puts our work, people and experience into context and makes it relatable. Not everything has to be experience, but as enablers we should bring the benefits to life.

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