I worked closely with founder and CEO Lauren Batty to find a human, grounded voice: warm without being sentimental, hopeful without overpromising.

It had to speak to three groups at once: people who need support, people who give it, and people who fund it. So rather than three separate tones, we built one voice with trust and compassion at its heart, and let the emphasis shift depending on who's reading.

Lauren's energy is infectious, so a big part of the job was capturing that spark in a way that feels confident and calm, never chaotic. We did it all through remote calls and emails, around the charity's working week.

Funders want proof, and the people Beyond the Margin supports want to see that others like them have been helped. Generic copy about "making a difference" does neither.

So, working with Lauren and web designer Joel, I created a bio and case study format that puts individual people, stories and initiatives front and centre. Each one shows where funding goes and what it achieves, and celebrates the people behind the projects.

It's storytelling built on honesty, empathy and pride, and it gives the charity a ready-made format to keep adding new stories as its work grows.

Small charities are stretched, and their priority is always the people they help, not their website. A rigid project plan would have stalled the moment something more urgent came up.

So the project ran over several months, on the charity's timeline rather than mine. We refined, adjusted and added copy whenever the team had capacity, and each round built on the last.

The work kept moving without adding pressure, and Lauren had a writer who worked like part of the team rather than an outside supplier.