RADA: 'WHATEVER YOUR STAGE'
Helping a theatrical legend project its voice
PROBLEM: Not everyone wants to be a world-class actor.
SOLUTION: Everyone wants to be able to perform.
MEDIA: TONE OF VOICE/WEBSITE/BRANDING
As well as being one of the most respected drama schools in the world, RADA also offers training for people in business. It’s a thriving and distinct part of what they do, and a major source of their income.
When they came to relaunch their website in 2018 they’d developed an arresting new visual identity, but the language they were using lagged behind.
They had plenty of written content, and a highly respected name, but they’d never really formulated what exactly their offering was about.
"Ant transforms creative ideas into brilliant copy. Ant took the ideal collaborative approach with us, asking great questions, responding with insight and creativity. He knows what works. He refined our tone of voice with ease."
HELEN SLATER, RADA MARKETING DIRECTOR
For their comms to cut through, they needed focus and clarity.
To help them address this, I suggested we take a step back and look at several brand ideas, so that we could then establish tonal principles.
Rather than focus on ‘acting skills’, they’re really in the business of enabling people to thrive - at all levels of an organisation.
So we settled on the idea that RADA Business enables you to deliver your best performance, whatever your stage. The next step was to bring this comms platform to life in key sections of their website - and in an outdoor campaign that ran across key sites on the London transport network.
I also established a clear set of guidelines, with worked examples, so they wouldn’t have to pay a freelancer to write their content. Bit of an error on my part, that.
