Work examples

Royal Navy

Content design for the Royal Navy’s 2024 Webby Award-winning website

Screenshot of the Royal Navy's website homepage with Global Modern Ready written vertically through the middle of the screen, and a female Naval officer stood proudly behind with her arms folded.

  • Led on content design across the site, identifying priority areas and supporting other team members in creating consistently high-quality content

  • Consolidated existing strategy work to identify key insights, audiences and needs

  • Developed a strategic approach to content based on core needs: inspiring future recruits; reassuring and supporting families; and representing the Royal Navy as a formidable global force

  • Facilitated stakeholder reviews to bridge the gap between internal requirements and audience expectations

The Actor Rebellion

Brand positioning, storytelling & copywriting

  • Carried out market research, competitor analysis and internal interviews, and consolidated findings

  • Developed a brand positioning canvas to outline the group brand and sub-brand USPs

  • Audited existing content across website and socials

  • Defined tone of voice and provided practical guidance on how to use it

  • Created core brand messaging for the group

  • Re-wrote the Actor Training for Business website

Nationwide Building Society

Content strategy & content design leadership

  • Scaled the content design practice from 2 to 25+ permanent designers

  • Developed the overarching strategy and frameworks for digital content (website, app)

  • Influenced the organisation’s response to the FCA’s Consumer Duty to make the principles of content design a formal requirement on projects

  • Embedded content designers in every agile hub where multi-channel experiences, products and services were being developed

Scottish Widows

Content strategy & content design

  • Developed core content principles for the launch of auto-enrolment pensions in the UK

  • Carried out market research, call listening and guerrilla testing

  • Worked with UX and UI designers to create and refine lo-fidelity wireframes for usability testing

  • Co-created with key stakeholders to design content that considered regulatory, brand and business requirements alongside user needs

  • Designed content for the end-to-end employer and employee applications as the sole content designer on the project

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