I work closely with Aces of Space and am familiar with their innovative, progressive mindset. But when the agency approached me to help them develop the copy for their monthly newsletter which was launched amidst the COVID-19 pandemic, I jumped at the chance – not just because they are always a treat to work with but also because the manner in which communication needed to be managed during the time required the utmost delicacy and sensitivity.
My favourite newsletter was their June 2020 issue which was sent out in the week after George Floyd was killed and the BLM movement was in full swing. At times like these, brand communication needs to address the topics at hand and find ways in which their messaging adds value, be it through inspiration, solidarity or mindful distraction. That is not to say the business should cast away its own objectives, but doing it with empathy really goes a long way into distinguishing the intelligent innovators from those who follow the pack.
Have a read, this was one of my favorite projects…
