Case studies

An international development company

The organisation carried out consultations with governments in two emerging economies. They gave me the raw outputs from their consultations and I worked with their team to analyse the data and recommend the right structure for the formal reports. Once we had agreed frameworks I then wrote up the reports, making sure I applied the organisation’s tone of voice principles throughout.


Every year BT produces a comprehensive report for its shareholders on the company’s performance and its plan for the following year. BT have a well-developed house style and tone of voice, which is used consistently in everything they write. After familiarising myself with the style and tone of voice guidelines, I then proofread the report, applying the guidelines as I worked and making sure they were being used correctly.


Pepsi UK’s activation agency asked me to help them write two submissions for the IPM awards.  I was given an outline structure and some background information with supporting data about how the success of the brand activation. From this I was able to craft papers for submission into two awards categories, one of which went on to win silver.
A professional services firm

For its annual report, the client wanted to include four case studies, each aligned to the business’s four strategic themes. The creative brief was to make each piece feel like it could be an article in The Economist or a Financial Times supplement. So I began by interviewing the relevant key stakeholders both within the business and their clients’ businesses. Taking a journalistic, investigative approach meant I was able to uncover meaningful insights that could tell a more compelling story and really help to bring the case studies to life. 


MAKEMORE is a four-day-long festival, held in London’s Victoria Park and curated around the city’s maker movement. The founders asked me to come on board as a strategic consultant to help them define the festival’s core brand values and then use them to develop a campaign strategy that would target the right audience through the right touch points and tell the festival’s story in the most compelling way. I analysed the existing consumer data and worked with the team to build robust metrics into the campaign.  I also worked closely with the creative team to make sure that all branded communications were consistent across all platforms.