Abloy – Writing a Global Voice for the Future of Trust
Client: Abloy (Assa Abloy Group)
Role: Brand Writer / Messaging Strategist
Discipline: VOICE / COPYWRITING / VERBAL IDENTITY
Voice
Helped lead the verbal renewal for one of Finland’s most iconic brands — rearticulating trust as a modern, strategic asset. The voice needed to be Nordic in restraint, but global in presence. Confident without force. Authoritative without arrogance. Built around the principle that trust isn’t claimed — it’s earned, through clarity, precision, and protection.
Copywriting
Worked on the global brand story, tone of voice framework, product messaging, and website relaunch. Shaped the copy for a full suite of access control solutions — from mechanical locks to digital infrastructure. Every line focused on the human experience of security.
Brand Voice
Key Traits:
Precise – language built like the products: engineered to last
Measured – speaks with Nordic clarity and quiet confidence
Trusted – earns belief through proof, not volume
Modernised legacy – preserves the heritage while writing the future
Abloy didn’t need to sound bigger.
It needed to sound like itself — sharper, stronger, and ready for the future. I helped write that voice: trusted for over 100 years, and built for what’s next.
