BBC The Space

The brief 

To write the content of a brand new website for BBC and Arts Council England’s digital arts initiative The Space, and help the organisation bring it's new brand values to life by giving it a tone of voice makeover.

The approach

The Space wanted their content to reflect who they are - a forward-facing, optimistic organisation that's excited about the future of the arts, and the power of technology to make that future even brighter. They were looking for an open, positive tone that stayed away from traditional 'arty' language, but also from gimmicky chattiness. So I created a style that's smart, grounded and enthusiastic, along with a ‘nuts and bolts’ tone of voice guide on how to use it.