The International Monetary Fund works with 190 member countries on some of the most complex economic and financial challenges in the world. Their research, data and policy thinking is among the most rigorous produced anywhere.

The challenge wasn’t the quality of the thinking. It was the communication of it.

Existing web copy needed reworking — to reach the right audiences across multiple channels, to reflect the IMF’s editorial standards and style guide, and to be written in a format that search engines could find and rank properly. Complex economic language needed to land clearly with a diverse global audience without losing its credibility or precision.

Fox + Hare were brought in to do exactly that.

We reviewed and reworked existing IMF web copy across multiple pages — rewriting for clarity, audience relevance and SEO performance while maintaining the organisation’s rigorous editorial standards and style guide throughout.

The work required a specific kind of discipline. Every edit had to simplify without dumbing down. Every headline had to earn attention without sensationalising. Every page had to work for a reader who might be a policy maker in Washington, an economist in Nairobi or a journalist in London.

Craig’s background as a Financial Times journalist meant this wasn’t unfamiliar territory. Finding the right words for technically complex material — at pace, at the highest standard — is exactly what that training prepares you for.