• Case Study: Branding & Content Foundation for a UK-Based Business

    My main role as a freelancer is as a content writer. But recently I was approached by a client who needed assistance with their branding. Since this brand was one of the first brands I worked with as a freelancer back in 2022, I agreed to the project.

    The Context

    A UK-based company was ready to show up more professionally online but their messaging was mixed and they lacked the tools to show up as their best self. That was where I came in.

    What I Delivered

    • A branding kit to guide consistent visual identity across digital platforms
    • A mini tone of voice guide to nail down how the brand should sound and feel
    • Defined content pillars to bring structure to their messaging and simplify content planning
    • Streamlined social media operations, helping them stay consistent without burning out

    The Impact

    By setting up these foundational pieces, I helped the brand present itself with more confidence and clarity. With clear pillars, a toolkit and a simplified posting workflow, the team could focus less on “what do we say this week?” and more on engaging their audience.

    Why It Mattered

    Establishing brand consistency isn’t just about aesthetics- it’s about building trust. And when a business starts speaking the same language across every touchpoint? That’s when the magic happens. While this was not my usual type of work, it was definitely very interesting and a project that really challenged me as a Marketer.

  • The OTHER Side of Event Marketing- Being a Creative for an Event Miles Away

    If you know me, you know I absolutely HATE event marketing. It was a recurring part of my role as a Marketing Coordinator and while I loved the after event snacks, everything else was just…well, ALOT.

    When I moved from Marketing Coordinator to Content Writer, I was convinced my days of events were over. But I was recently brought in for a project that took my event experience to a whole new level…I was brought in as a creative. THAT was a whole different game. Especially since I was miles away.

    Communication is Your Superpower

    Not being physically there means you can’t just peek over a shoulder or make a quick chat with the team. Every message counts and over-explaining (my personal fave TBH) can save you hours of back and forth and a lot of headaches.

    Trust, But Verify

    One of the biggest lessons? Trust the on-site team—but back that trust with structure.

    That means having clear guidelines, schedules, and version-controlled files. It also means setting up feedback loops early so you’re not getting a “final” photo from the event with the wrong brand logo on the banner you signed off on a week ago. (Don’t ask me how I know this).

    Tools That Make Distance Work

    Being remote forces you to be tool-savvy. Trello boards became my project bible. Loom videos replaced meetings. Google Docs with comment threads practically ran the show. WhatsApp made an appearance.

    But here’s the kicker: tools only work if everyone uses them. So I made it my mission to keep things simple, centralised and idiot-proof- because when you’re hours away and running on different schedules, clarity is queen.

    The Silver Lining

    There’s something uniquely satisfying about seeing your work come to life at an event you didn’t physically attend. It’s like sending your creative child off into the world and getting back photos of it thriving.

    Plus you build skills that stick: asynchronous collaboration, documentation, planning for the unexpected- all things that make you a better creative, no matter what your industry or where you’re based.

    Final Thoughts

    Event marketing isn’t always glamorous. And doing it remotely? That’s a whole other type of challenge. But with good systems, clear comms and a healthy dose of flexibility, you can make the magic happen- even from miles away.

    So if you’re the remote creative behind an event team, just know: your work matters. I don’t know if you’ve heard it before or not but you are a superstar and Marketing teams everywhere NEED YOU! YOU ARE GOLD!

  • Case Study: Writing From Scratch – Building Copy for a Startup Competition

    As a marketer, you learn to expect the unexpected. Sometimes you get to build something completely new. And sometimes that something is a full suite of copy assets for a campaign that doesn’t even exist yet. This was one of those times.

    The Brief (or lack thereof)

    A startup wanted to launch their first big nationwide competition. And I was more than happy to help. The team had an idea, a deadline and a contagious excitement.

    What I Delivered

    I wrote:

    • Landing page copy to introduce the competition, build trust and drive sign-ups
    • Page notification copy for when users interacted with the competition platform
    • SMS copy to encourage entries and remind participants about deadlines and prizes
    • Email copy to promote the competition
    • Blog posts to build awareness of the competition

    Each piece was aligned with the brand’s tone, tailored to the target audience and created to meet people where they were- whether that was on their phone (i.e short, snappy content) , in their inbox, or scrolling through blog content (longer content that I could play with).

    What I Learned

    • You don’t always need all the answers at the start- you just need to ask the right questions.
    • Good campaign copy needs to flex across formats, but stay rooted in a strong, clear core message.
    • Even small touchpoints (like page notifications!) matter when you’re building trust.

    Final Thoughts

    I can’t show the assets or mention the brand (NDA life!) but this was a great reminder that impactful marketing doesn’t need a big budget- it just needs the right words in the right places.

    Want help bringing your next campaign to life from scratch? Let’s talk.

  • PSA: Life Isn’t Just About YOU!

    This week tested me in ways I didn’t see coming.

    I started the week full of excitement and fresh energy
    Twenty-four hours later, it hit me-I had seriously overbooked myself.

    I hadn’t accounted for personal obligations when I stacked my professional calendar.

    Cue: 12 straight hours in front of a screen, wondering how I could’ve been so reckless. My head hurt. I was nauseous. Were the words DANCING in front of me???

    But somewhere in the chaos, a spark.

    A little while back, I met a friend for lunch- mostly because I needed to get out of the house. He mentioned a business idea, and just for fun, we started throwing around names. One hour later: a brand, brand kit, and tagline. (I can’t help it-I love Canva.)

    At the time, it felt like a fun creative distraction.

    Today, he messaged me to say he’d wrapped up his first week in business. And he thanked me for the help.

    Seeing the brand we dreamed up displayed so proudly? That warmed my heart.

    This week reminded me:
    Sometimes it’s not about you. It’s about showing up for someone else.

    (Also I will now be booking everything in my calendar).

  • 8 Lessons I Learnt in the Last 8 Months of Freelancing

    Can you believe I’ve been freelancing for EIGHT months straight? It’s wild to me that something that was meant to keep my skills sharp while I find my next role, has kinda turned into a career of its own.

    So, in celebration, here are 8 lessons I’ve learnt in the last 8 months:

    I should have been nicer to my Math teachers

    I was an absolute nightmare in Math class. It never made sense to me- and things only got worse when they added the alphabet in high school. No, I don’t want to solve that equation. I used to tell anyone who’d listen that I was going to be a journalist and didn’t need Math.
    Now look at me, trying to calculate long-term budgets and runway like I’m running a fintech startup (which incidentally was my last formal job).

    Time is a social construct

    This was my teenage excuse for staying out too late. Now? It’s a core business value.
    Some weeks I work 10 hours. Other weeks I’m glued to my laptop/tablet/pen-and-paper doing research.
    (It’s called “balance.”)

    Some days i feel like i can actually do this! oTHER DAYS i WANT TO WORK AT STARBUCKS…OR MCDONALDS

    Let’s blame this on nostalgia- both brands were vital to me when I worked in an office.
    Also… I really want to learn how to use a commercial coffee machine.

    resting is a valuable part of working

    You cannot run yourself ragged especially if your business depends on YOU! Burnout is no one’s friend. No matter how often it tries to pop in uninvited.

    i do not have everything figured out

    There is ALOT of learning on the go when you freelance. You may not know everything but you will learn. The important thing is to keep showing up and be willing to learn.

    working in pj’s is great…until it isn’t

    At some point you start to feel ick and miss dressing up. Feel free to dress up to fetch your deliveries or even just to sit at your laptop. There are no rules.

    every invoice paid brings me joy

    I’m not sure if this is just me but I get really excited every time an invoice is paid. I think this stems from my background in corporate where freelancers would usually yell at me because their invoices were unpaid (I mean I get that they were unhappy about late payments and as a freelancer, I got it but as a former Customer Care consultant, I never understood why people got so mean when things never went their way).

    “Let’s hop on a quick call” is never actually quick

    Block out atleast an hour and ensure you have snacks and water.

    What are some freelance lessons you’ve learnt along the way? I’d love to know below!

  • Why You Don’t Need to Be on Every Platform

    Okay, hear me out- in the age of all-the-things-digital, there’s this weird pressure to be EVERYWHERE. Facebook, Instagram, TikTok, LinkedIn, Twitter, Pinterest, Snapchat, Clubhouse… oh, and don’t forget that one platform your cousin just started and you have no idea what it even does.

    But here’s the truth bomb: You do not need to be on every platform. In fact, trying to be everywhere often means you’re nowhere. And that’s a fast track to burnout, mixed messaging and basically wasting both your time and your budget.

    Quality > Quantity — every time

    Instead of spreading yourself thin, focus your energy on 1-2 platforms where your real audience is hanging out. Nail your messaging, get consistent, engage genuinely, and watch your influence grow.

    Remember: It’s better to have a strong, active presence on one platform than a ghost town on five. Plus, mastering one platform means less overwhelm and more time for the work you actually love.

    How to choose the right platforms

    • Know your audience: Where are they spending time? Not guessing — actual data and insights.
    • Consider your content style: Are you a wordsmith who shines with long-form posts? LinkedIn might be your best friend. Love quick, catchy visuals? Instagram or TikTok might work better.
    • Your time and resources: If you don’t have a dedicated team or hours to spare, don’t force it.

    What happens when you cut the noise?

    • More clarity in your brand voice
    • Less stress over what to post where and when
    • Better engagement from people who actually care about what you say
    • Time to focus on your core business goals instead of chasing algorithms

    The bottom line

    Marketing isn’t about doing all the things. It’s about doing the right things. And sometimes, that means saying no to platforms that don’t serve your business so you can say a big, confident yes to the ones that do.

    So, take a deep breath, log out of the platforms that don’t light you up, and get back to what matters most- creating kick-ass content that connects and converts.

    Want to chat about which platforms make sense for your biz? Let’s figure it out together.

  • Case Study: Scaling Content Operations for a Remote Role

    This project involved building out content operations for a growing team that needed structure, clarity and the ability to scale.

    The Situation

    The team was small, remote and already juggling a dozen priorities. Content was being created, but without consistent processes, it was slow, inconsistent and difficult to replicate.

    What I Delivered

    • Content workflows to define how ideas moved from brief to publish
    • Templates for blog posts, social captions and briefs to save time and reduce guesswork
    • Role clarity to assign ownership and reduce bottlenecks

    The Impact

    By building and documenting a repeatable process, the team was able to produce content more consistently—without burning out. Everyone knew what needed to happen next, and the content actually got out the door.

    What I Learned

    • A good process multiplies your team’s output- even if you’re small and scrappy.
    • Documentation is underrated. (Seriously.)
    • Consistency doesn’t happen by accident- it happens by design.

    Want help bringing your next campaign, content plan or internal project to life? Let’s talk.

  • Case Study: Building an Internal Comms Plan From Scratch

    When you’re the first one through the door, there’s no playbook- just a blank page and a lot of good intentions. This project was exactly that: crafting an internal communications strategy from the ground up for a growing business that knew they needed better connection but didn’t know where to start.

    The Challenge

    The company had grown quickly and so had its people. But without a plan for how to keep everyone informed, aligned and engaged, things were starting to feel scattered. Information was getting lost, updates were inconsistent and employees didn’t always know where to look or who to ask. New starters confessed to feeling like they were hired and then just abandoned.

    To make sure the plan landed, I spoke to the team to find out how they actually wanted to be communicated with, and what they needed from a culture perspective. I also met with the C-suite to see what they could realistically offer. Because of the fast growth, there was a greater demand on their time by clients and thus team members were feeling distant from the very people who hired them.

    What I Delivered

    • Messaging templates for leadership updates, team wins, policy changes and more
    • Planned internal initiatives to bring people together and foster culture in practical, low-effort ways that everyone agreed on (it was vital that these ideas came from the team and were things that they wanted/were willing to participate in)
    • An onboarding program to help new joiners feel connected from day one
    • Remote team building activities like trivia games to boost morale and keep things fun
    • A rollout plan to introduce the new approach and get buy-in across teams

    The Impact

    Having a clear internal comms plan helped reduce noise, streamline updates and -most importantly-made people feel like they were in the loop. Leaders had a better way to communicate. Teams knew what was happening. The business felt more connected which in turn meant that everyone was more productive.

    What I Learned

    • Internal comms isn’t just “nice to have”- it’s the glue that holds your culture together.
    • People are more engaged when they understand the why, not just the what.
    • A little structure goes a long way when you’re scaling fast.

  • Case Study: Messaging for a Digital Product Launch

    This launch was a great example of how clear, consistent messaging can set a product up for success.

    The Product

    The usual product had just rolled out new functionality and it needed to be communicated clearly across multiple channels from web to partners to end users.

    What I Delivered

    • Training documentation to help partners understand and confidently explain the new features
    • Explainer copy to break down what the product does and how it works
    • Web copy to highlight the benefits and drive adoption
    • Email copy for product announcements and re-engagement

    The Impact

    With one clear message threaded through every touchpoint, the launch felt cohesive and user-friendly. Partners were equipped. Users were informed. And the product didn’t just land- it connected.

    What I Learned

    • If you want people to adopt a product, you have to make it easy to understand.
    • Internal education is just as important as external promotion.
    • Good product messaging is part education, part persuasion- and all clarity.

  • 5 Benefits of Hiring a Digital Marketer for Your Business

    Back when I started working in a small family business, Digital Marketing was NOT a priority for us. We were very focused on sales. (Fun fact- do you know what helps with sales? Marketing).

    But I had just finished my first Digital Marketing course and I was eager to put some of my knowledge to use. So I took a chance and experimented and I’m proud to say we had great results.

    My little experimentation helped us when Covid hit and physical businesses had to close. Once the lockdown was over, we had to transition to a “new normal”- selling online.

    So while you might think that you don’t NEED a Digital Marketer, here are 5 benefits to hiring one:

    1. You Get Expert Advice

    Hiring a Digital Marketer means you get access to someone who knows what they’re doing. Of course this depends on WHAT you hire them for (eg, a SEO specialist might not necessarily be able to help you with Social Media) but by hiring someone with past experience in the channel you’re looking for means access to specialist advice. Bonus point is most Digital Marketers tend to pick up on multiple skillsets so you could get access to a Social Media Manager and Copywriter in one go. Yay for price savings!

    2. Saves You Time and Money From Having to Experiment on Your Own

    Instead of having to learn Digital Marketing or muddle through on your own, hiring someone means you don’t have to spend time trying to keep up with new Marketing trends- that’s their job. Social Media algorithms change quickly which means what brings you results today might not yield the same effect next week. Hiring someone with a Marketing background means they’re supposed to be kept in the know about things like this.

    3. You can focus on your business

    As a business owner you’re already wearing a few hats. Outsourcing your Marketing means you can free up your time to focus on your business and day-to-day things while your Digital Marketer focuses on Marketing.

    4. You can pay just for the services you need

    Like I said before, a Digital Marketer comes with a variety of skills. But when you hire one, you can hire for one specific skill whether this is Social Media Management, updating your blog or Paid Advertising. This means you get the exact skill that you need without having to pay a huge chunk of cash for other things that add no value to your business.

    5. Personalised Attention

    Working with a good Digital Marketer means personalised attention. Unlike huge businesses and agencies that are struggling to balance deadlines and clients, hiring an experienced Digital Marketer gives you personalised attention and helps you to reach your business goals.

    Choosing the right digital marketer can feel like a challenge, but it’s one of the most impactful decisions you’ll make for your business. Whether you need support with content writing, social media advertising, or any other aspect of digital marketing, I’m here to help you achieve your goals. Feel free to contact me here