National Garden Scheme (NGS) wanted to refresh its identity to reach new audiences and modernise its communications. Known for opening private gardens to the public to raise money for nursing charities, NGS needed an updated tone of voice and messaging framework to coincide with its 90th birthday year that would honour its heritage while engaging contemporary supporters and visitors.

As Creative Copywriter at design and branding consultancy Big Fish, I was responsible for developing the charity’s new tone of voice. Working alongside designers and strategists, I translated the refreshed brand identity into tone of voice guidelines that captured the organisation’s warmth, tradition and community spirit, while also appealing to a broader, younger demographic.