Kew Gardens tone of voice

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.)