Brand Messaging
We craft compelling tone of voice guides and brand copy across all mediums - from creative advertising, web copy and brand guidelines to sales decks, newsletters and annual thought leadership reports.

One&Only Resorts
As one of the world’s leading luxury hotel brands, One&Only operates in a fiercely competitive Dubai hospitality market, where resorts are getting bigger and louder by the day. With One&Only Royal Mirage as Dubai’s first-ever resort and One&Only The Palm as the original jewel of Palm Island, it was essential to protect their A-list status and ensure they continued to stand out in the luxury space.
To achieve this, we developed refined brand positionings - ‘Timeless Trendsetter’ for Royal Mirage and ‘Chic Allure’ for The Palm - guiding the creation of elegantly crafted language guides for each property. These new brand books provided practical, resort-level writing guidelines while seamlessly aligning with One&Only’s iconic global brand identity.

TGI Fridays
TGI Fridays holds a special place in the hearts of millions, but after years of decline, the brand needed a fresh connection with a new generation. Boldspace was tasked with redefining what ‘That Fridays Feeling’ truly means today - bringing back the excitement, energy, and sense of celebration that made it an icon.
Language sits at the heart of any reinvention, and Fridays is all about celebration, self-expression, and anticipation - whether it’s the end of the week or just an excuse to let go. We harnessed the brand’s American free-spiritedness to craft a revitalised tone of voice, developing guidelines that capture TGI Fridays’ iconic energy and ensure it continues to resonate with audiences old and new.

1783
1783 is a team of expert insurance brokers dedicated to helping the finest creative minds in sports and entertainment stand out with their passionate expertise. But in an industry often defined by formality, the challenge was to inject personality without losing credibility.
We developed a brand voice inspired by a ‘power broker’ mindset, blending the confidence of an LA agent with the authority of elite insurance expertise. This bold, creative tone reinforced a core truth every athlete and entertainer understands - the quality of the team in your corner is non-negotiable. Our bold space, ‘Insuring your passion,’ gave 1783 permission to differentiate itself, turning its own passion up to 11.
Mayakoba
Mayakoba is an iconic luxury destination in Mexico’s Riviera Maya, home to four world-class resorts connected by a one-of-a-kind lagoon system. But in a sector often filled with generic luxury clichés, Mayakoba needed a voice that truly reflected its natural beauty, freedom, and magic.
We crafted a compelling creative brand platform, tone of voice guidelines, and vivid storytelling to bring this enriched lifestyle to life. Every word was designed to evoke the senses, immersing guests in a world of abundant nature, diverse community, and vibrant wellbeing, ensuring Mayakoba’s language was as captivating and unique as the experience itself.
Why it’s important
Brand messaging is the voice of your brand. It defines how you communicate with your audience, telling your story clearly, consistently, and compellingly. Effective brand messaging builds emotional connections, fosters loyalty, and ensures your brand is recognised and remembered across every platform and touchpoint.
Our process
At Boldspace, we craft brand messaging that resonates. Our process begins by understanding your brand’s core values, audience, and positioning. We develop brand narratives, key messaging frameworks, tone of voice (TOV) guidelines, and brand statements that unify and elevate your communication. Whether through copywriting for campaigns or long-term storytelling, we ensure your message is clear, consistent, and powerful.
Why we're different
What sets Boldspace apart is our ability to blend strategic insight with creative copywriting. Our team ensures your brand’s messaging isn’t just about words - it’s about building a cohesive story across all channels, from digital to print to social media. Our expertise in TOV development guarantees that every piece of content sounds unmistakably yours.
Benefits
With expertly crafted brand messaging, your business can establish a unique voice that stands out in crowded markets. It ensures consistency across all communications, drives customer engagement, and helps build a strong, loyal following. Clear, effective messaging leads to stronger brand recognition and a unified experience that enhances every customer interaction.