Case studies

I worked as part of the team delivering a new website for Borough Market, supporting both the content strategy and copywriting throughout the project.

 

My role began with a full content review, assessing existing copy across the site and identifying opportunities to improve clarity, structure and user experience. I worked closely with web designers to shape the UX and overall look and feel, ensuring content and design worked together seamlessly.

 

I wrote and refined static copy across key pages, making sure everything was consistent, accessible and aligned with Borough Market’s brand guidelines and tone of voice.

 

A key focus throughout was ensuring the website better served both audiences and traders – improving clarity of information and supporting stronger trader visibility and ROI.

A core member of the communications team delivering Islington Council’s borough-wide recycling behaviour change campaign, focused on increasing recycling rates and reducing cross-contamination across housing estates.

 

My role involved developing and delivering clear, consistent messaging across digital, print and face-to-face channels to support residents in better understanding recycling systems and improving participation. A key focus was ensuring content was practical and behaviour-led, helping to shift everyday habits in a way that felt accessible and relevant to diverse communities.

 

I wrote and commissioned campaign materials tailored to different audiences across the borough, working closely with internal teams and partners to ensure messaging was inclusive, data-informed and grounded in audience insight. This included adapting tone and format across channels to improve clarity and engagement.

 

The campaign combined ongoing content delivery with targeted communications, supporting wider council objectives around sustainability, waste reduction and improved environmental outcomes on estates.

 

The campaign was shortlisted for a comms2point0 UnAward in the “Best use of research and evaluation” category, recognising the strength of its insight-led approach and evidence-based delivery.

When I joined Islington Council, I took over management of the IslingtonLife website, which was not fully accessible or aligned with user needs. My role was to lead a full content and UX review to improve accessibility, usability and performance.

 

I worked through all existing site content, archiving or reworking pages, improving formatting, and removing outdated or poor-quality assets to ensure WCAG compliance and a higher-quality user experience. To support long-term consistency, I developed internal accessibility and content guidelines and delivered training to colleagues across the team.

 

Alongside this, I led a borough-wide audience consultation to better understand user needs. Using Google Analytics and Orlo, I analysed audience behaviour and combined this with surveys and focus groups to identify gaps in the existing user journey.

 

Working with web designers, I translated these insights into structural and UX improvements that made the site more intuitive and engaging. This work resulted in a 42% increase in total users and a 66% increase in page views year on year, alongside stronger audience targeting across content planning.

I worked closely with the Sustainability and Social Impact Manager to review and refine how Social Pantry communicates its sustainability and social impact commitments across all external-facing content.

 

This involved translating complex sustainability principles, including the Green Claims Code, into clear, accessible messaging that could be used consistently across the business. A key focus was ensuring communications were transparent, credible and avoided any risk of greenwashing, while still resonating with clients and customers.

 

I helped shape the tone and structure of sustainability messaging across multiple touchpoints, including the website, tenders, event menus and client communications. This ensured a consistent narrative that reflected the company’s values while remaining commercially effective.

 

The result was a clearer, more confident articulation of Social Pantry’s sustainability approach, embedded across all brand communications and better aligned with audience expectations.

I worked as part of the team responsible for developing Borough Market’s first food policy, shaping the principles that continue to guide who trades there and the values underpinning what is sold.

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My role centred on stakeholder engagement, working closely with traders, senior leadership, food industry peers and academics to gather insight and ensure the policy reflected both lived experience and sector expertise. I facilitated conversations and workshops to understand the Market’s role within wider food systems, particularly around sustainability, provenance and access.

 

I then led on drafting and refining the policy, translating complex discussions into a clear, structured document that could be used operationally and strategically. This included shaping language, aligning themes, and ensuring the tone reflected Borough Market’s identity while remaining practical and actionable.

 

I also supported senior leadership reporting throughout the process, presenting findings and progress updates to ensure alignment at every stage of development.

The resulting policy continues to inform Borough Market today – influencing trader selection, product standards and the overall direction of the Market as a leading food destination.

As part of the Islington Food Partnership coordinating group, I co-produced Islington’s borough-wide food strategy, with a focus on sustainability, equity and community food resilience.

 

My role involved designing and facilitating workshops and engagement sessions with residents, community groups and local organisations to ensure the strategy was rooted in lived experience. I helped shape the structure and content of the strategy itself, translating insights from these sessions into clear priorities and actionable themes.

 

I also supported wider stakeholder engagement across the borough, working collaboratively with partners to ensure alignment between community need, local food initiatives and strategic objectives. This included contributing to discussions on food access, sustainability and health outcomes, and helping to synthesise complex input into accessible, policy-ready documentation.

 

The resulting strategy reflects a more community-led, inclusive approach to food planning in Islington, strengthening local food networks and supporting long-term resilience across the borough.