Creativity, clarity and craft: a three-stranded cord is not easily broken!
When two creative funding organisations came together in Scotland, with a wide-ranging role to support the arts, film and creative industries in Scotland, they needed to find a new writing style.
Over the last couple of years, Cygnus Extra has worked alongside the internal communications team to help develop a clear writing style for Creative Scotland. Initially Hilary spoke at a whole staff conference, then contributed a series of workshops to help staff think about writing style, using the title “Creativity, Clarity and Craft”. This work led on to a new Style Guide for the organisation.
Sometimes an organisation will embark on a branding exercise and consider tone of voice as part of this work. This makes sense, but frequently means that the thinking about writing style don’t get beyond the marketing or communications department. Creative Scotland was aware they needed their decisions about writing style to permeate the whole organisation, influencing email correspondence and funding documents as well as the more obvious writing about Creative Scotland, such as web content.
As a new website was developed during 2013 and launched in 2014 we were able to contribute a series of writing workshops, helping to ensure relevant, engaging and outward looking content for the new site.
Hilary was involved both in training others and in editing content for the new site.