Case Studies

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.

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.

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.

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.

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.