I recently led on a project to define a distinct copy and visual style for out events fundraising team. I worked with colleagues in the team and an agency to create this document. I held sign off on all visual and copy guidelines inside. I also created a suite of template copy for the events teams to draw upon when advertising places externally too.

"27 days. 27 miles. 27 reasons to run for student mental health this March." 27 27 is a flagship student fundraiser organised by Mind to raise money for mental health. I refreshed the look and feel for the event, rewriting key messages and leading on creation of a tagline to guide the event (the '27 reasons' mentioned above). I also led on all creative for this event, organising a photo and video shoot to capture marketing content, including a long video of participants speaking their reason for taking part.

The Mind Walk is a Mind owned fundraising event. I worked on this, writing all copy for the event and signing off all creative. I also led on 2 separate photoshoots for the event.

"Food. Fuel. Power. Housing costs. This crisis is hitting everyone from all directions with a speed and severity we’ve not seen in decades." This is the webpage detailing some of Mind's reponse for the cost of living crisis. I built this webpage - it uses copy from a key messaging document I drafted about the crisis currently in use across the organisation. The messaging has been heavily used across communications, setting our narrative in the face of the cost of living crisis and providing unified messaging across channels and audiences.

Mind put an ambitious strategy in place in 2021. That strategy focused on 3 stratgic audiences - young people, people from racialised communities and people facing poverty. I led a project to fill out the content we had that spoke on what we were doing for those groups. I wanted to make it clear to the reader what we were doing for these groups, so I sought detail from across Mind on active work for these audiences. I then created 3 pages dedicated to these groups, linking off from the main strategy page, as well as setting out key messaging documents for each of these strategic audiences too. I wrote all copy and built these pages myself.

LGBT+ history month is a huge moment for Mind. I worked to write all messaging and content for the month. That included drafting key messages, the webpage linked here, social media posts, and more. I also worked with LGBTQIA+ people with lived experience of mental health problems too, giving them a space to talk about their lives and what the month meant to them.

I led a rpoject to restructure and re-write the pages describing Breast Cancer Now and what the charity does in 2021. I updated the copy to make it more engaging and reflect the updated goals for the charity, simplifying parts of the updated chairty strategy for use on these pages.

I worked on Afternoon Tea in 2020 and 2021, updating key messaging during the covid pandemic. I also helped shift the overall feel of the messaging, setting the course for future iterations of the event, re-writing everything to take on a more a upbeat and playful tone.

The Breast Cancer Now golf club is a fundraising programme from Breast Cancer Now. It offers golfers a bespoke set of resources to pick up and use on the coruse to raise money for the charity. I wrote the initial copy for the club, pitching the name and identity to the fundraising team. I then worked with them to build out the copy for the website and all resources intended for golfers.

'Creating a better everyday life for as many people as possible is the IKEA vision, with a focus on increasing the pleasure everyone gets from simple, daily activities. So where beauty meets function at an affordable price, you’ll know you’re in an IKEA kitchen.' - Led localisation of this brochure, acting as editor, personally approving all copy submitted to according to national brand guidelines.

'One thing you can always expect from us, of course, is good quality. We’re so confident of the quality of our PAX wardrobes and KOMPLEMENT interior organisers that we offer a free 10-Year guarantee. And that’s a big tick on anyone’s list.' - Led localisation of this brochure, acting as editor, personally approving all copy submitted to according to national brand guidelines.

'It takes a good listener to understand what people really want. At IKEA Business, that’s how we like to see ourselves. Maybe it’s a new business you’ve always dreamed of setting up. Or perhaps you want to take your current one to the next level. IKEA Business can help you to find all the furnishing, decoration and accessories you need, with inspiration and practical advice. So whatever your business agenda, you can be sure we’re all on the same page.' - Led localisation of this brochure, acting as editor, personally approving all copy submitted to according to national brand guidelines.

'The bathroom is one of the busiest crossroads in the home. Not least during the morning rush hour. To guarantee that our bathroom products can handle all the everyday traffic, we test them thoroughly, over and over again. From head to toe.' - Led localisation of this brochure, acting as editor, personally approving all copy submitted to according to national brand guidelines.