Toolkit for Jerwood Arts
Design, delivery and promotion for a 130-page toolkit for the Weston Jerwood Creative Bursaries programme.
Project details
The Weston Jerwood Creative Bursaries programme was a UK-wide programme delivered in partnership between Jerwood Arts and the Garfield Weston Foundation. Over a decade, the programme created 173 year-long jobs for early-career creatives from working-class/low socio-economic backgrounds.
In 2023, the programme published its toolkit, (Team) Work in Practice. Written using the insights and experiences of the Fellows and Alumni of the programme, the toolkit aimed to provide actionable ideas for cultural leaders to drive inclusivity in their organisations.
The goal was to create an engaging, easy-to-use toolkit that would give the reader a practical set of positive actions. We wanted the voices of the fellows to remain at the forefront, and for the reader to feel empowered to make changes in their workplace, no matter their role.
The toolkit would be distributed in print and digital formats, and there was a launch event planned to take place at Sadler’s Wells.
I was project manager for the design, delivery, and promotion of the 130-page toolkit. This included working closely with the selected design agency to inform the design of the toolkit, coordinating the review process and collating feedback from both internal and external stakeholders to ensure we stayed on track for the print deadline.
I led the commission of seven alternative versions of the toolkit, including audio, easy read, large print, and Welsh language. I worked closely with the creators to identify key terms that may present a translation challenge, and presented options to the writers for their review.
The toolkit represented the largest campaign Jerwood Arts would deliver that year, and as the digital communications lead, I planned a diverse multi-channel campaign to match the scale and importance of this project.
I collaborated with a PR partner to create a press release to attract national press, commissioned the design agency to create a set of assets for social media, ran paid and organic social media posts, wrote e-blasts to a curated mailing list, and managed the event sign-up page.
The visuals at the top of this page are examples of where I used the design elements provided by the design agency to create further assets. The visuals at the bottom of this page were designed by the agency and show examples of the translations I commissioned. I also designed assets for the launch event at Sadler’s Wells, including presentation slides, name badges, digital displays, and signage.
I successfully delivered the toolkit for the launch event, with over 300 print copies available for attendees. The social media campaign achieved an average engagement rate of 7% across Instagram and Facebook, which was above average for Jerwood Arts. The webpages for the toolkit received over 6,000 visitors in the first quarter after launch, and the digital materials were downloaded over 600 times.
