Back in 2008 The Real Ideas Organisation (RIO) was a newly formed community interest company with a glut of experience, a solid history, a committed team but no clear, united way of communicating about itself. Co-directors Matt Little and Lindsey Hall wanted to shape an organisation that had a real sense of purpose, that was confident, approachable and grounded, that employees believed in so they would spread the word about RIO and how it was different, in their day-to-day dealings with stakeholders, customers and beneficiaries.
They needed a way of talking and writing about themselves that was honest, easy to adopt and made them stand out from their competitors. Alongside this, they needed a website to showcase who they were and what they did so that they could raise their profile as the leading social enterprise working with young people to make change happen.
We’ve continued working with RIO to help them keep hold of their unique tone of voice, producing fresh, engaging content, creative campaigns, word strategy and promotional copy whenever they
At the same time as the visual brand developed, we started working with RIO to build the verbal aspect of the brand too. Through focus groups, creative sessions and research we built up a clear picture of who RIO were and who they wanted to be, then constructed a brand language that would capture that, effortlessly. We created a brand language positioning document that made it all clear for employees, pulled together a set of keep-to-hand guidelines to help them get used to writing in the RIO tone of voice and ran workshops to help the team feel comfortable with, and excited about, this new way of communicating.
We also produced supporting launch collateral, placing emphasis on RIO’s point of difference by telling the story of the young people RIO helps every day. We wrote rafts of website content and oversaw the development, build and population of their website and sub brand microsites, helping them make sense of how their brand worked at each level of their business and informed the way they structure and talk about what they do.
Since going live in 2009, the website has evolved and developed and is now being managed in-house, but their strong, confident, grounded tone of voice remains and has been wholly adopted by the team, helping them drive their business forward with clarity and vision.
Providing concentrated writing expertise and creative communications support, we’ve continued to work with RIO to help them keep hold of their unique tone of voice, producing fresh, engaging content, creative campaigns, word strategy and promotional copy whenever they need it.