Case Study: Supporting The Sixteen’s Learning Festival at St James’s Piccadilly

Client Overview

The Sixteen, founded by Harry Christophers, is one of the world’s leading choral ensembles, renowned for its clarity of sound, historical sensitivity, and creative programming. As part of its broader commitment to accessibility and education, The Sixteen hosted a Learning Festival at St James’s Church, Piccadilly, bringing together professional musicians, students, and the public for a rich programme of workshops, performances, and talks.

The Challenge

While The Sixteen had deep artistic credibility and a well-established reputation, the Learning Festival represented something different: an inclusive, public-facing event rooted in education and engagement. The team needed:

  • Support in communicating the festival’s purpose to a broad and diverse audience

  • Help distilling complex programming into clear, compelling content

  • A fresh perspective on how to frame learning and outreach within a legacy brand

  • Project-based marketing support that could integrate seamlessly with the in-house team

Our Role

Simply IC was brought in to provide project-based marketing and communications support, acting as a strategic partner in crafting and refining the narrative of the Learning Festival, and ensuring it reached the right people in the right way.

1. Messaging Development & Narrative Framing

We worked closely with The Sixteen’s Learning & Participation team to define how the festival should be positioned, balancing the ensemble’s world-class status with an open, community-minded tone. We developed key messaging that highlighted the festival’s accessibility, diversity of programming, and educational value.

2. Programme & Event Copywriting

We created engaging copy for the full programme of events, from interactive workshops to performances and open rehearsals. Our aim was to make the content feel inviting and accessible without sacrificing the integrity of the music or the expertise of the performers.

3. Marketing Materials & Public-Facing Content

We advised on the content for social media, web listings, and email campaigns, ensuring that messaging remained consistent and aligned with The Sixteen’s core brand while also reflecting the unique identity of the Learning Festival.

4. Collaborative Team Integration

As a project-based partner, we integrated smoothly with the internal team, offering a flexible and responsive working style, available for quick feedback, strategic check-ins, and last-minute edits as the festival neared.

Results

  • Clear, engaging messaging that communicated the purpose and personality of the Learning Festival

  • Strong audience response, including high attendance at participatory events

  • A successful balance between artistic excellence and community accessibility

  • Enhanced confidence across the team in presenting educational work to a broader public

Client Feedback

"Working with Simply IC helped us find exactly the right tone for our Learning Festival, respectful of our artistic legacy, but open and engaging for new audiences. Their support was thoughtful, efficient, and deeply in tune with who we are."
— The Sixteen 

Conclusion

The Learning Festival at St James’s Piccadilly was a powerful example of how even the most established arts organisations can create new forms of connection through education and community engagement. At Simply IC, we’re proud to support projects like these, where tradition meets innovation, and world-class artistry becomes a shared experience.