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Arts Council England

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.

The challenge

An organisation of this size has a lot of people to please. And a lot of copy to write. We had to make sure the message remained consistent across channels, no matter who was writing the content.

What we did


Designed to build awareness of the Arts Council’s key objectives, we wrote a campaign of newsletters. They included subject line choices and engaging calls to action.

Tone of Voice

We helped devise a tone of voice and writing guidelines for the Arts Council team rewriting the new website.


We ran training sessions to help the team create more compelling case studies and news stories.

The new website demanded a complete refresh of all the content. We wrote over 100 pages of content bringing to life what the Arts Council do, and how they fund it.

Web content

"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."

Angela Lingley, Head of Marketing and Events


Having completed the website, Arts Council England asked for our help with other projects. We created a set of newsletters to complement the new tone and engage their subscribers.

The results

A brand new website was just the start. Combatting waffle is a never-ending mission and now the Arts Council have all the tools they need to succeed going forward.

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