WINSTON TAYLOR
TONE OF VOICE PROJECT
Creation of TOV decks, content strategy and workshops
Writing with one voice after a merger
Launching a new brand and tone of voice is one thing, but how do you ensure your teams apply them consistently? Highbrook created a fresh content strategy and led workshops to help new law firm Winston Taylor do just that – at scale and at speed.
US-based Winston & Strawn and UK-led Taylor Wessing merged on 1 June 2026. The new law firm seized the opportunity to launch a new brand and tone of voice.
We ran three 45-minute webinars ahead of the launch to introduce the new writing approach and style guide, each with about 180 people attending from the US and Europe.
Post-launch, Highbrook led a 90-minute workshop focusing on applying Winston Taylor’s tone of voice to different formats.
The session was delivered in person to 85 Winston Taylor colleagues from across Europe, including marketing, communications and business development teams as well as lawyers. Feedback from attendees was positive.
Highbrook also created a content strategy for Winston Taylor to serve as a blueprint for content creation.
Based on interviews with key stakeholders, this provides a framework for how the firm communicates with key audiences, along with principles for content measurement and governance.
Highbrook also reviewed Winston Taylor’s new website before its launch, sense-checking and editing more than 40 pages to ensure they were consistent with the new TOV and style guide, as well as writing careers pages.
