A clash of cultures? Xerox vs Aston Martin

Voicing Xerox’s collaboration with Aston Martin’s racing arm Aramco required tonal diplomacy in order to unite these two distinct brands. Xerox, as a forward-thinking technology company, required crisp, confident delivery with pacy determination. Legacy lifestyle automotive brand Aston Martin called for a softer, lower, more legato tone with quiet confidence and warmth. Bridging the gap was surprisingly easy with great direction from brand consultancy We Are Bill, and the result feels smooth yet future-focused.