How Artgym found its true voice

27 September 2017

Posted By artgym

Artgym are very talented people creatively. But it’s two other things that make them stand out.


First, they don’t label themselves as ‘creatives’, suggesting that the rest of us aren’t. And secondly, they have an extraordinary mission to democratise creativity. Our role was to give these remarkable ideas a voice. Right at the start we faced a huge challenge: What is creativity…?

Business language is full of conceptual ideas. Brands talk about things like ‘sustainability’ and ‘innovation’ and ‘trust’. But what do these ideas actually mean? The problems with concepts are they force our brains to work too hard. That’s why so many people are disengaged with the business world – its language lacks emotional connection.

‘Creativity’, standing alone, is just another concept. To give any concept emotional impact you need to know the sub-conscious frames people link to the idea. Sub-conscious frames? Sounds complicated, but it’s not. Because every time people speak and write they’re showing you how they’re framing any given situation. Simply put, ‘words are maps to emotions’.

All you have to do is listen deeply enough. Then you can connect to people’s deeper emotional states simply by changing the way you talk and write. So that’s what we did. We listened.

Humans are generally not great listeners. But we’ve got Bob. He’s a remarkable listener, because he’s not human. He’s our word-geek robot; a specialist in psycho-linguistics. That means he measures the emotions in language.

We listened to the Artgym team, as a brand voice must be true to its owner. We listened to other brands in the space, mapping out their thinking about creativity, so Artgym could be unique. And, most importantly, we listened to Artgym clients, customers and prospects.

And what is creativity? Well, you’ve picked it up already on this website. It’s a valuable resource, contained within us all. When it’s released it enables us to make connections we couldn’t make before. It sounds compelling. That’s because it’s true. But nobody says it like Artgym does. That’s because they had Bob on their side.

And do you know where Bob came from? He’s a result of our creativity. Yes, Artgym are right – creativity is part of what it is to be human; even if that means inventing robots to understand ourselves better.

By Alastair Herbert, Linguabrand

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