Review the current narrative
Assess strategy, materials and audience questions, identifying gaps, unsupported claims and narrative opportunities.
Place narrative and strategic communication
Turn identity into messages that connect.
I develop narratives and communication tools that explain a place’s value clearly. The central story connects with audience-specific messages, evidence, spokesperson guidance and content that teams can use in their daily work.
Narrative, messages and content
This service is useful when a strategic direction exists but communication is fragmented or difficult to translate into materials. We work with demonstrable experiences, projects, people and capabilities to create a narrative that accommodates different voices without losing coherence.
When this can help
- Departments and institutions tell disconnected stories.
- Websites and presentations describe the offer without explaining its value.
- The team needs editorial criteria and messages for different audiences.
How we work.
Build the architecture
Develop a central story and narrative themes, with messages, arguments and evidence for agreed audiences.
Apply it to touchpoints
Adapt the narrative to priority formats and validate its usefulness with the people who will use it.
What the work can deliver.
- Central narrative and themes
- A structure connecting identity, value proposition and the stories that make them tangible.
- Audience message matrix
- Core messages, arguments and evidence for visitors, residents, partners or other agreed audiences.
- Editorial and spokesperson guidelines
- Tone, language and consistency criteria for producing and reviewing communications.
- Applications and content plan
- Agreed sample copy or materials, alongside priorities for channels, formats and topics.
Deliverables, participation, format and timeline are agreed in the project proposal.
A clearly defined scope.
The starting point is the available identity and positioning. If these are not defined, we agree an initial strategy phase. Ongoing content production and day-to-day social media management are scoped separately according to capacity and frequency.
Relevant experience
Bogotá, Colombia
My work with Bogotá’s tourism institute has included destination narrative and promotional content, including materials for the meetings and events sector.
More about my experience →Questions about this service.
Can we build on an existing brand?
Yes. I review its strategy and materials to build on what works and address communication gaps.
Can the scope include website copy?
Yes. Web pages, presentations, brochures and other formats can be included. We agree quantities, languages and review rounds in the proposal.
Let’s work together
What does your place need next?
Tell me about your organisation, the challenge and your timeframe. We can explore the most useful scope, format and next steps.