Brand Tone

Engaging, Participatory, Educational, Inspiring, Community-Focused, Inclusive, Passionate, Enthusiastic, Resilient, and Frank

Brand Values

• •Co-production and Collaboration: "Together we make museums for the head, heart and hands." They believe in working *with* people, not *to* them, and involving the community in the creation and interpretation of museum experiences.
• •Inspiration and Creativity: Aiming to inspire people to see themselves as the next generation of innovators, makers, and creators, fostering a spirit of experimentation.
• •Community Engagement and Relevance: Committed to being accessible and relevant to all communities, ensuring their programs meet community needs and interests. They aim for "mutual relationships."
• •Well-being: Creating conditions for well-being by helping people connect, learn, take notice, and give back.
• •Stewarding Heritage: Caring for Derby's cultural heritage and making it accessible for current and future generations.
• •Independence and Experimentation: Valuing their status as an independent trust and fostering a spirit of trying new things.
• •Learning and Discovery: Providing opportunities for lifelong learning, skills development, and enjoyment through participation.

Best Practices

• •Emphasize "Together" and "You": Use inclusive language that invites participation and makes the audience feel like a part of the museum's story and mission (e.g., "Let's create," "Your ideas," "Join us").
• •Focus on Experience and Action: Highlight what visitors can *do* and *feel*, not just what they can *see*. Use active verbs that convey engagement, creation, and discovery (e.g., "explore," "design," "build," "share," "ignite").
• •Connect to Core Values: Ensure copy consistently reflects the museum's dedication to making, innovation, community, learning, and well-being. Weave these themes naturally into messaging.
• •Be Authentic and Passionate: Let the genuine enthusiasm for Derby's heritage and the museum's work shine through. Avoid overly formal or dry language; aim for a tone that is approachable and exciting.
• •Maintain an Open Dialogue: Even when communicating challenges, do so with transparency while reinforcing the museum's commitment to its community and mission. Use social media and other platforms not just for announcements but for genuine two-way conversations.

Social Perception

Valued Cultural Asset, Community-Oriented, Innovative and Engaging, Facing Challenges, Historically, some perceived as traditional

Copy Examples

• •Headline: More Than A Museum. It's Your Story. Body: At Derby Museums, we believe history is something you make. Discover inspiring collections, get hands-on with history, and co-create the future with us. What will you discover? #DerbyMuseums #YourMuseum
• •Headline: Spark Your Curiosity. Ignite Your Creativity. Body: From the revolutionary spirit of the Enlightenment to the cutting-edge of modern making, Derby Museums is a place for thinkers and makers of all ages. Explore, learn, create. Visit us today! #DerbyInspired #MuseumofMaking
• •Headline: We're Building More Than Exhibits. We're Building Community. Body: Derby Museums is shaped by you, for you. Join our workshops, share your stories, and help us bring Derby's incredible heritage to life. Let's make something amazing together. #TogetherWeMake #DerbyCommunity
• •Headline: Uncover Derby's Past. Inspire Your Future. Body: Journey through centuries of innovation, art, and making. From Joseph Wright's masterpieces to the world's first factory, find inspiration around every corner at Derby Museums. Free entry. #Heritage #Innovation #FreeFun
• •Headline: Your Head, Heart, and Hands Will Thank You. Body: Engage your mind with fascinating stories, connect with your community, and get creative with hands-on activities. Derby Museums offers experiences that enrich and inspire. Plan your visit! #DerbyCulture #Wellbeing