London is the capital of design and Tone of Voice. No people in the world use their native language as extensively as the descendants of Shakespeare. Thanks to the talent and professionalism of English advertisers, you don’t feel like a consumer being sold something. On the streets of the UK’s capital, you’re a reader, and interesting reading that will surely make you smile is waiting at every step—on billboards, in small ads, on public transport, and even right under your feet. All you need to do is take your eyes off the sights, grab a dictionary of idioms, and start paying attention.

Do we need to have a serious talk?
Communicate important information to visitors without harsh severity and blatant threats.

If you add a bit of creativity to the navigation, no one will get lost, and following such signs will be much more enjoyable.

Quotes from great people, respected critics, fictional characters, and ordinary consumers are much more interesting to read than unique selling propositions (USPs) that you compete with your competitors over.

Even traffic signs in polite English look friendlier.

Do you have to update your posters at the printing house every month? How about integrating it into the environment, using natural surfaces and textures?

You know that clients don’t search for your mission page on the website, right? Communicate your company’s vision and values where the brand directly interacts with the audience. But do it as thoughtfully, thoroughly, or perhaps as brightly and creatively as you’d want your brand to be perceived in the market.

In the subway, there’s time to connect—with your audience. But how do you write image-building and advertising texts that people actually want to read? How do you make social advertising not boring, and how do you sell without directly selling? Let’s learn without leaving the underground (or tube, as the British call it).

It’s never too late to say "Thank you" and immortalize the names of those who offered their support.

It won’t be robots replacing the staff, but the sociable "exterior" that already knows our doubts and pains from somewhere.

Let’s fix it with other examples: a quote, a legend, and an unusual message, for the translation of which even academic English might not suffice.