Local charity Young People Cornwall wanted to reconsider the way they communicated across all their channels – from social media to funding applications and emails.
Having completed some amazing community work making a real impact in some of the most deprived regions of the county, Young People Cornwall wanted their words to reflect the same sense of passion, professionalism and knowledge that drives them forward every day.
Delving deep into the charity, we started by dissecting their personality, history and audiences, getting to the very core of what made them tick. From this we defined effective ways of reflecting that unique character through specific language choices.
We distilled our suggestions into a comprehensive tone of voice guide, covering everything from the tense they should use, to the vocabulary and pace, making sure every suggestion we made rang true with what Young People Cornwall stands for.
Delving deep into the charity, we started by dissecting their personality, history and audiences, getting to the very core of what made them tick.
Working with design team at Venn Creative, we chatted with Young People Cornwall team members to gather an understanding of the mission, scope and life-changing difference their programmes and projects create. Using the tone of voice guide that we’d developed for them, we then produced all of the website copy to ring true with their unique personality.
We also presented the tone of voice guide to the Young People Cornwall team, as part of a writing workshop, empowering them to actively use the guide to transform their language, making sure it was authentic, personal and reflective of the charity’s positive aims and values.
From this, Young People Cornwall took their tone of voice and ran with it, transforming their communications across the board. They developed a great understanding of how writing and communicating with a clear and specific tone could affect the way audiences interact with them.
Since the new website launched, Young People Cornwall has been able to communicate the breadth and impact of their activities more effectively than ever, giving their inspirational work the profile it deserves.