walk • listen • create

Having won WLC’s creative writing competition, the prize was a year’s digital residency, in which capacity I was asked to contribute blogs and organise events which would raise funds for WLC, as well as advertise and judge the following year’s poetry competition. My fellow writer in residence was indisposed, so I devised and organised two successful and, for the scale of the organisation, very well-attended online events, writing copy for the WLC website to advertise them, and the next year’s competition as well as introduce myself to the members.

Project Summary

This charity’s members include professional and amateur writers, literary enthusiasts, naturalists, walkers, environmentalists, arboriculture specialists, and fans of landscape in general. The voice required a balance of reflectiveness, environmental consciousness, and cerebral but accessible content.

Brand Voice

These are examples of blogs and website copy adapted to three different purposes. The first, ‘Hope you like the new me’, was a blog post to introduce myself to WLC’s members, and so required a more intimate, personal tone; the second, to introduce the series of events I devised during my residency, needed succinctly to introduce the series, explain the conceptual framework, outline the format, introduce the guest and their work, and advertise both the event and the guest’s other work. The third entry was to attract entrants to the competition in the form of a welcoming ‘expert’ quotation: this had to outline the competition guidelines, inspire ideas in readers, and encourage them to apply.