How do you make a world famous botanical gardens more welcoming without dumbing down its science and heritage?
Who: Kew Gardens
What we did: Tone of voice and copywriting
Result: An accessible and practical set of tone of voice guidelines to help anyone creating Kew content for visitors. We then got the ball rolling with a large copywriting commission for high priority signs at Kew.
The ask: How do we create signs, posters and printed materials that are more “active, playful, surprising, interactive, and sensory”?
How we did it: Research. Collaboration with Kew. A concept for the new tone. A set of 10 guiding principles for writers. And a lot of examples – showing tone in action.
(Kew subsequently asked us to write a new series of visitor-facing communications.)