Kew Gardens
Tone of voice
Surprise and delight
Kew is an iconic London attraction, boasting the largest and most diverse botanical collection in the world.
Our job? Create an “active, playful, surprising, interactive and sensory” visitor experience – to do justice to this world-class wonder.
After immersing ourselves in London’s botanical garden, we came up with an accessible and practical set of tone of voice guidelines to help anyone creating Kew content for visitors. The guide featured 10 guiding principles and an array of examples showing this tone in action.
A sizeable copywriting commission for Kew’s most high-priority signs soon followed.
Kew immediately implemented our work across their signage, marketing materials and wider visitor experience.
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Tone of voice guidelines
Signage copy
Marketing creative
Visitor experience copy
