Stephen Friedman Gallery

TONE OF VOICE GUIDELINES AND TRAINING

The director wanted the gallery’s communications to be accessible to a wider audience and written in more straight-forward language.

We kicked-off with a meeting to get to the bottom of their requirements. We agreed that the tone of voice for the gallery would be ‘accessible, confident and compelling’. I shared the guidelines with the senior team and gained their approval. I then ran training sessions with the main writers at the gallery.

The gallery uses the tone of voice in public-facing written materials and staff feel more confident about the way they write – thanks to training and coaching.