Portfolio
Want a peek behind the scenes? Every project tells a story. See the stories, strategies and successes behind the work.
The Brief
Cheryl Devine, a leadership coach with a background in emotional intelligence and workplace health, approached me as she prepared to launch her new business, Cultivate Courage.
She had a strong vision, deep expertise, and a growing client base.
But needed clarity and structure in her messaging, and how she communicated her services and values.
Her goal was to present her offer in a way that hit home with her ideal clients, from individuals to organisations.
With a new website in development and Business Boost funding that I helped her to secure, Cheryl was ready to build a brand that felt aligned, confident and her own.
My task was to shape a strategic brand narrative and tone of voice that reflected her unique approach.
That meant helping Cheryl define and articulate her services more clearly, write compelling copy for her website, and create supporting documentation to evidence the impact of the project.
The Solution
The process started with a 1-1 strategy session to refine her company name from Devine Health and Leadership Coaching to the more distinctive and memorable Cultivate Courage.
Together, we co-created a new strapline: Courageous conversations to cultivate change.
We clarified Cheryl’s target audience and worked through how her messaging would need to flex across different client groups.
Her brand’s tone of voice was developed to reflect her natural strengths. Warm, grounded and authentic, with clear, calm confidence.
From there, we mapped out her service offering, aligning language, layout and tone so that potential clients can see exactly how she can support them.
The website copy carefully brought all these elements together.
Web pages included the home and landing page, about page, full service descriptions, search engine optimised (SEO) led frequently asked questions (FAQs), and clear call-to-action (CTA) messaging throughout.
I also supported Cheryl in developing the documentation needed to report back on her grant funding.
This project was delivered in collaboration with Burton Dean Web Design (website build) and Social Progress (digital marketing support), ensuring alignment across content, design and digital strategy.
The Result
Cultivate Courage launched with a clear, strong and confident presence.
Cheryl now has a solid foundation in place, with messaging she can use consistently across her communications, online and offline.
Her website clearly communicates what she does, who she helps and how she works, and the tone reflects the kind of coach and leader she is. Calm, clear and courageous.
With this clarity in place, Cheryl is now well-positioned to grow her impact. Reaching new audiences, building strong partnerships and doing more of the work that matters most to her.
MJH ArtStudio Brief
To create a distinct tone of voice and develop website and brochure copy that speaks directly to art lovers, interior designers, and corporate clients looking for bold, bespoke artwork to uplift ‘boring’ walls.
The Solution
Working 1-1 with Mike, we created a confident, compelling brand voice that captures the vibrancy, depth, and emotion of Mike Hall’s work.
The copy speaks to the transformative power of art, not just as decoration, but as a tool for wellbeing, motivation, and connection.
The messaging is designed to resonate with decision-makers in the corporate space, including interior designers, fit-out specialists, facilities managers and directors, positioning MJH ArtStudio as a go-to creative partner for statement pieces that make an impact.
The Result
An inspiring narrative that reflects the collaborative process behind each piece and supports MJH ArtStudio’s mission to bring colour, energy, and mental wellbeing into boardrooms, reception areas, and beyond.
Sam Teale Productions Brief
I was brought in by design agency SingleThread to develop tone of voice copy for Sam Teale Productions’ new website, a multi-award-winning video production.
The brief? To match the youthful energy and an upbeat style of their client’s young, dynamic team.
The Solution
I created compelling storytelling with a tone of voice that captured their bold, modern, forward-thinking outlook.
Short, punchy taglines and confident service statements struck just the right balance of energy, expertise and approachability.
Sam Teale’s high-five when we finally met in person said it all.
The Result
Sam Teale subsequently asked me directly to support his business further with press releases and media outreach.
Proof that the tone was a hit on and off the page.
Honley Business Association Brief
Between 2022 and 2024, I was asked to provide training, public relations and copywriting services, with a focus on promoting local businesses and community engagement.
With a range of industries, including legal firms, architects, interior designers, accountants, retail and lifestyle, Honley thrives on its rich diversity.
The Solution
Tailored, informative and compelling copy that gave members an online profile through their voice.
I created people-focused copy for business listings and blog posts that supports a sense of community engagement and collective contribution to the area.
The Result
An informative, professional and solid foundation for the benefit of business and the community.
The Highfields Suite Brief
I was asked to provide copywriting and PR services for the newly renovated office space in Edgerton, Huddersfield.
The client needed keyword messaging, a new website and social media platforms.
The Solution
Words to form the backbone of the new website.
I created a compelling narrative that captured the essence of this historic building, its unique charm, events, and characterful office space.
The Result
With the right PR, we ensured they received the spotlight they deserved. My tailored approach gained the attention of their target audience, resulting in all office rental space being fully let.