Arts Council England. Separating the work from the waffle.

The arts sector can sometimes rival the corporate world for waffle and jargon. In the wake of creating a successful e-newsletter for The Arts Council, they asked us to find a fresher tone of voice and help create content for their stunning new website that connected with a wide range of audiences.

What we did

  • Wrote a campaign of newsletters. Designed to build awareness of the Arts Council’s key objectives, the work included subject line choices and engaging calls to action.
  • Developed a tone of voice. We helped devise a tone of voice and writing guidelines for the Arts Council team rewriting the new website.
  • Trained a team of writers. We ran training sessions to help the team create more compelling case studies and news stories.
  • Wrote engaging new content. The new website demanded a complete refresh of all the content. We wrote over a hundred pages of content bringing to life what the Arts Council do, and how they fund it.

The sessions have gone down so incredibly well. Everyone is really positive and I  think we need to consider rolling this out further to get buy in from senior management.

Andrea Lingley, Head of Marketing and Events



Brilliant, thank you – and yes, our team have been finding your tips extremely useful.

Abigail Hynes Digital Producer at Arts Council England