Gwenin: Clarity by Design

A Guide to Language with Purpose

A strapline is more than a slogan; it’s a small sentence with a big job. Also called a tagline, it communicates the essence of your project, platform, or practice in just a few words. Done well, it conveys clarity, resonance, and trust. It signals “this is who we are” and “this is what we offer” in a way that invites people in.

This guide offers a reflective, practical framework for crafting a strapline that’s aligned with your values, tone, and audience.

1. Begin With Essence, Not Adjectives

Before you write, get clear on what you’re actually trying to express, not just how it should sound.

☑ What your strapline needs to do:
☐ Clearly express your purpose
☐ Signal tone or vibe (e.g., welcoming, rigorous, playful)
☐ Distinguish you from others
☐ Spark curiosity or recognition
☐ All of the above

✍ At its heart, this project exists to ____________________________
✍ What makes it different is ____________________________

🟦 Prompt: Focus less on catchy. Focus more on true.

2. Anchor in Audience and Invitation

A good strapline doesn’t just describe, it resonates. It makes the right people feel seen.

Audience	What They Might Need to Hear
Early-career creatives	“You belong here, and this will help you grow.”
Cross-sector leaders	“This is where clarity meets complexity.”
Community collaborators	“This centre grounds everything in shared values.”

✍ The invitation I want to extend is ____________________________
✍ People reading this should feel ____________________________

🟦 Prompt: Imagine reading your strapline aloud to someone who just asked, “Is this for me?”

3. Choose Your Core Message Shape

There are different structures to help focus your strapline; use them as starting points, not limitations.

☑ Common types of straplines “moves”:

Structure	Examples
Value + Action	“Clarity for complex systems”
Audience + Outcome	“Helping students thrive with confidence”
Phrase that evokes ethos	“Built with care, designed for change”
Metaphor or visual concept	“A bridge for thoughtful transitions”
Declarative identity	“We’re here for the in-between moments”

✍ I’m drawn to a strapline that sounds ____________________________
✍ Some early phrases I’m exploring are ____________________________

🟦 Prompt: Write 5–7 quick versions, even half-good ones. Clarity comes through iteration.

4. Refine for Clarity, Rhythm, and Feeling

Once you’ve drafted options, refine with intention. How does it sound? Where does it land?

☑ A good strapline usually has:
☐ Around 3–8 words
☐ A rhythm that’s easy to say aloud
☐ One key message (not three)
☐ No unnecessary filler or jargon
☐ A tone that matches your audience

✍ When I say this out loud, it makes me feel ____________________________

🟦 Prompt: Read it to someone unfamiliar with your work and ask, “What does this make you think we do?” That feedback is gold.

5. Test the Tone in Context

Straplines don’t live in isolation. Check how they feel alongside your name, visuals, or other messaging.

Examples to test:

• On a website header
• In an email footer or social bio
• At the start of a pitch deck or slide
• As part of a short elevator introduction

✍ When paired with my project name, this line feels ____________________________
✍ One tweak I want to try is ____________________________

🟦 Prompt: A great strapline doesn’t steal the spotlight; it amplifies the essence.

Final Reflection: Say What You Mean, Beautifully

A strong strapline doesn’t rely on cleverness; it relies on care. When you name your essence clearly and offer it in rhythm and resonance, your work becomes easier to find, remember, and trust.

🟦 Prompt: ✍ The line that most reflects my project’s heart right now is ____________________________

Explore more with us:

• Browse Spiralmore collections
• Read our Informal Blog for relaxed insights
• Discover Deconvolution and see what’s happening
• Visit Gwenin for a curated selection of frameworks