We recently spoke with Sarah from TSG, a key member of the team behind Tango Sierra Golf, the company’s new virtual brand ambassador. In this interview, Sarah shares the story behind Tango Sierra Golf, explaining how the character was developed, what she represents, and how she will help bring TSG’s messages to life across content and platforms, connecting with the emergency response community in a light-hearted and engaging way

Why did you create this character?

The goal was to develop a light-hearted, engaging mascot that communicates serious messages. Much of TSG’s work is critical, and mistakes can have real consequences, so the character allows the company to convey importance without being overly intense. Our customers are often first responders in life-threatening situations, so humour and approachability help make content more digestible.

Why the name, Tango Sierra Golf?

It’s a nod to TSG Associates using the NATO phonetic alphabet: Tango for ‘T’, Sierra for ‘S’, Golf for ‘G’. The name stuck after a few ideas were considered, and over time, the character has grown into her personality.

Who is the character aimed at?

Tango targets the emergency response community. She’s envisioned as an experienced first responder herself,  knowledgeable, diligent, and with a sharp, sometimes satire sense of humour.

Externally, she will feature on social media and other content assets to engage distributors, partners, and clients. Internally, she may serve as a training tool and culture mascot.

What problem does the character solve?

The emergency response sector produces a lot of serious, complex content, which can be hard to absorb. Tango bridges the gap between thought-provoking material and human engagement, attracting attention and encouraging curiosity without undermining the message’s importance.

How does Tango fit into the wider TSG brand?

The team has welcomed Tango enthusiastically, and the goal is for her to become a recognisable voice of the company across platforms. She is a fully written character, not a chatbot, opening creative opportunities for storytelling and content development

What inspired her personality and style?

Tango is approachable, likeable, and quirky, yet sharp and knowledgeable. She’s designed to feel human rather than corporate, reflecting the humour and resilience of first responders while maintaining credibility.

What reaction do you hope people have?

We hope Tango makes people smile or laugh, stands out in the sector, and serves as a morale booster. The aim is to bring humour and light-heartedness while remaining respectful and authentic.

How do you balance humour with serious subject matter?

The goal is to make content approachable without diminishing its importance. Tango encourages curiosity and new perspectives that might not arise from a straight-faced approach.

How will the character evolve over time?

Tango will start as a mascot and grow into a fully developed brand voice. Future uses include social media, video explainers, interactive training, and other platforms to engage and educate the emergency response community.

Find out more

Tango Sierra Golf is just the beginning of TSG’s new approach to engaging the emergency response community. An interview with Tango herself is out now, sharing insights and stories in her unique style. To learn more about Tango Sierra Golf and her role across TSG’s, please contact us today.