Helping Cambridgeshire ACRE find one voice, and make it usable.
Client: Connecting Cambridgeshire
The challenge
Cambridgeshire ACRE is a long-established rural charity with a small team and big ambitions. As the organisation grew, more people were writing on its behalf across social, reports, funding bids and blogs, but without a shared language or reference point.
Our approach
We surfaced the personality already there and turned it into a practical toolkit anyone could pick up and use.
We built a clear framework that defined where the tone should sit across key scales, then translated that into simple do’s and don’ts, examples and rewrites, plus “we are” and “we are not” statements to make decisions quicker.
We also created a custom ChatGPT prompt to help staff draft in the new voice from the start, reducing blank page stress and making the guidance genuinely usable day to day.
Impact
The result is a unified voice across written outputs that feels clearer, warmer and faster to produce.
