Objective

A pension scheme talks to members about money they cannot get back if it goes wrong. It is regulated, it is scrutinised, and the audience includes people whose retirement depends on it. That is not a natural fit with a medium built for speed and brevity.

The guide is written for the decision before the account exists. Not here is how to post, but here is what having this changes, and here is what to do on the day it goes wrong.

Creative response

Editorial design and guidance document.

• The Twitter Guide 2020, subtitled Recommendations for creating a BTPS Twitter account, a full document arguing the case rather than a page of rules
• A contents that starts with the question. Why create a Twitter account? first, then use of media, tone of voice, preparing and using FAQs, a crisis plan, helpful tools and best practice
• A crisis plan as a standing section, not an appendix
• A cover built from light trails, motion and connection rendered as long exposure, at a scale that reads on a phone
• The scheme's own mark carried at cover size, so the guide reads as the scheme's document rather than the agency's

Opening the contents with Why create a Twitter account? and closing it with a crisis plan brackets the whole document honestly. Anything in between is only worth reading if the first question has been answered, and none of it survives the day the answer to the last one is needed and missing.

Putting FAQs before the crisis plan is the sequencing that matters. Most of what looks like a crisis on a pension scheme's timeline is the same member question arriving forty times at once, and an organisation with prepared answers never finds out what the crisis plan was for.

• The Twitter Guide 2020, subtitled Recommendations for creating a BTPS Twitter account, a full document arguing the case rather than a page of rules
• A contents that starts with the question. Why create a Twitter account? first, then use of media, tone of voice, preparing and using FAQs, a crisis plan, helpful tools and best practice
• A crisis plan as a standing section, not an appendix
• A cover built from light trails, motion and connection rendered as long exposure, at a scale that reads on a phone
• The scheme's own mark carried at cover size, so the guide reads as the scheme's document rather than a supplier's

The work