Skills and past projects
Some areas I've worked on...
Every base covered for an impactful rollout
Crafting perfect press releases and maneagable media lists
Understanding behaviour to inform decisions
From infographics to Instagram posts
Summing up organisational history in creative ways
Making websites not only look better but do more
Demystifying platforms; making posting purposeful
Writing about people, impact and topics
Press publicity
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When I was tasked with releasing a story for Articulate Cultural Trust, the only press resource I could find was a Google doc with a handful of email addresses, and previous releases lacked any real consistency. So alongside writing and distributing the release, I set out to build something that could outlast me.
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I put together a media list spreadsheet, categorised by outlet type and tailored to the charity's interests and regions, sourcing dozens of relevant newsdesk and journalist contacts - designed to be a living resource.
I paired it with a press release guide: accessible prompts, a pre-filled template, and guidance on adapting the format, which I put into practice myself by producing three versions of the release — local, national, and trade/sector.
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Content design
I've always enjoyed making beautiful visuals that stop the scroll, communicate information and tell a story at a glance. In my role at The Hub for SUCCESS, I have become the go-to for graphic design tasks, which has included working on social media post formats, an infographic for reporting on a programme, print materials such as posters and flyers, and email signature badges.
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Working within brand guidelines while experimenting with creative elements, I aim to find the balance between consistency and flexibility- recognisably "us," but not repetitive.
Web design
(Before)
Optimised web design starts with strategy - setting goals of what the website is for and picturing the visitor experience from multiple audience perspectives including what people come for and what makes them stay and continue interacting.
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When I started at Articulate, the slate was blank: most pages were walls of small text with out of date content and no calls-to-action. By tidying up the website hierarchy and introducing dynamic and interactive pages with manageable chunks of information and integrated links across the site, the site now not only looks better but does more. Navigation tabs allow the organisation to simultaneously speak directly to young people and provide deeper mission values and credibility for stakeholders and funders.
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Oh, and this website, too.
Blog writing
Keeping up with a blog can have a range of benefits - I think one of the biggest ones is showcasing authenticity through a narrative medium that feels more informal and conversational. However, it takes time, and reflective work often feels like a luxury for busy organisations.
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Whether it's documenting an event, revisiting a past success, sharing learning or spotlighting a person, I am great at telling a story that resonates and gives readers an impression of an organisation as living and breathing.
Social media strategy
The best social media is intentional - intentional when it comes to content, channels and scheduling.
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For Articulate, I created a slide deck that covers all of these bases. What does posting on social media aim to achieve? Is it to inform - inspire - celebrate - appreciate, or does it call out for further action: engage - invite? I identified priority and secondary platforms and their audiences, proposed an organised workflow and developed guidance on tone and style.
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Additionally, I created Canva templates for post types such as workshop recruitment and newsletter drops, including caption guidance ensuring consistency and quality of information.
Organisational
storytelling
An honourable mention to where it all started for me: when I was 18, creating a 30th‑anniversary exhibition for my first job, a local ethnic minority women’s charity.
This independent project of organisational storytelling by highlighting messages and stories in ways that were interesting, aligned and impactful was ultimately what inspired my degree and career path.
I developed a multi-media exhibition communicating the charity’s history and values which included creative elements such as: a timeline in recipe form, UV-revealed text to represent ‘invisible women’, commissioned illustrations based on youth discussions about cultural differences, a display aligning community projects with the five Sikh virtues and five vices; and audio files combining voices across generations. It was displayed at the City Chambers and Scottish Parliament.
Marketing analytics
Analytics just for the sake of having a chart to look at is meaningless. If you are investing time into investigating patterns, it should inform decisions and answer key questions related to your goals.
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This was the approach I took to PRME UK & Ireland, who had limited resources to dedicate to marketing and wanted to know what time spent was the most valuable when it came to their social media and website.
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From sets of raw data, I used advanced Excel and analytical techniques to answer this question, and formulated this into a report with clear recommendations.
Campaign strategy
Invisible Cities is one of those 'why doesn't everyone know about this?' organisations — a social enterprise doing work that is genuinely revolutionary, and one that deserves national and international recognition.
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The PR campaign strategy I developed for them as part of a team centred on authentic, "good news" stories and spotlighting the organisation's unique community-focused offering of tours led by people with experience of homeless.
Campaign activities included a clothes swap event, school history tours, and partnerships with ethical-tourism influencers with global reach.
All clients/projects
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