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Case studies

Work of all shapes and sizes

a few we're proud of

Selected projects, from start-ups and solopreneurs to SMEs, CICs, global corporations and NGOs.

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Showing 29 of 29 projects

Travel and tourism

An expedition ship at anchor among icebergs, with explorers watching from a zodiac

Quark Expeditions

Website content refresh

Aspirational, trust-first content for the polar specialist's website relaunch.

The challenge: Quark Expeditions, the polar operator with over 30 years of expedition experience, was rebuilding its website and wanted the words to lead with wonder, not discounting.
What we did: We handled UX content ideation, strategy and execution across the transformation, writing the Destinations, Expeditions, Ships and About landing pages plus the Homepage, Offers, Featured and Enquiry Form. We reframed the story around exploration, opening on “Explorers Wanted” and “This is not a cruise. This is a real polar expedition”, and structured the journey so education and trust came before the price.
The result: A complete, aspirational content system for the relaunch, built to educate first and convert second.

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A guide walking through acacia grassland at dawn on an East African safari

Enchanting Travels

Sustainability programme

Responsible travel, built into the business rather than bolted on.

The challenge: The bespoke tour operator, with offices from Delhi to Nairobi, wanted to embed responsible travel across the whole company as authentic practice, not a greenwash exercise, and bring its global teams and partners with it.
The leadership Jen drove: As Responsible Travel Coordinator, then Advisor, Jen identified the company's key sustainability focus areas and drafted its Responsible Travel Policy and related policies. She created the evaluation framework, guidelines and process for the Sustainability Criteria for Partner Selection. She built internal communications for adoption, including global training guides, team engagement plans and the Responsible Travel Champions network, and external communications, with consistent key messaging across guest documentation, the website and newsletters, plus conversation guides for guest-facing and partner-facing teams. She researched independent certifications and supported the first Travelife partner accreditation rollout across the corporate sites in 2020.
The result: A responsible-travel programme woven through the business, with engaged teams, sustainability criteria guiding partner selection, and Travelife accreditation underway across the corporate sites in 2020.

“Jen is very passionate about sustainable travel and has had a significant impact in shaping our company's sustainability journey. I always found Jen to be a very helpful thought partner, full of enthusiasm and very pleasant to work with.”
Enchanting Travels

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A whitewashed Mediterranean resort nestled against the sea, from the Sojourn Summer 2024 Coolcations feature

Sovereign Luxury Travel

Sojourn, the customer magazine

A premium magazine that carries the brand into customers' homes.

The challenge: Sovereign Luxury Travel, with over 50 years of crafting luxury holidays, wanted a customer magazine that inspired bookings and did justice to its handpicked collection, rather than reading like a brochure.
What we did: We publish and edit Sojourn end to end, from the flatplan and welcome letter to features, guest interviews and advertorials. Across editions to the Summer 2024 “Serenity” issue, we developed themed content such as Coolcations, Greek Swaps, Serene Suites, and the Food Traditions of the Canary Islands, always leading with story and place.
The result: A polished luxury title, published to schedule, that keeps Sovereign front of mind between trips.

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Citalia

Andiamo! the customer magazine

Proving Italy expertise, one beautiful issue at a time.

The challenge: Citalia, the tailor-made Italy specialist and “real Italy experts with over 95 years” of experience, needed a magazine that proved that authority and inspired deeper, less obvious Italian journeys.
What we did: We publish and edit Andiamo! in full, from welcome letter and contents to every feature, including Italian Island Escapes, Hidden Gems of the Amalfi Coast, Eat Pasta Like a Citalian, Art Movements That Shaped Italy, and the Wines of Lake Garda, timed around moments such as the Rome Jubilee Year.
The result: A characterful, authoritative Italy title that positions Citalia as the expert.

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A safari vehicle paused on a grassland track at sunset, zebra grazing nearby

Tuko Travel

Brand and website launch

A whole slow-safari brand, from name to nav.

The challenge: Tuko Travel, a slow-safari operator for East Africa, needed to launch a brand new, content-rich website with SEO, email marketing, guest-relations and partnership systems all in place.
What we did: We led most of the build: brand identity guidelines, SEO key messaging, the About Us and “Why Tuko Travel” pages, destination page templates and copy, email-marketing templates, a guest-relations strategy and a partnership kit. The logo was chosen by public survey.
The result: A launch-ready brand and website with the content systems to grow it.

An alpine eco spa terrace with a pool looking out to misty Dolomite peaks

ADLER Spa Resorts and Lodges, via Arthouse PR

Press office and sustainability storytelling

Introducing a 200-year-old Italian family hotel group to the world's media.

The challenge: ADLER, the family-run Italian eco-spa group founded in 1810, needed to reach UK and international media and communicate real sustainability credibly.
What we did: As outsourced copywriter for Arthouse PR, we run a seasonal press office for ADLER: press releases, press packs, newsflashes and press-trip invitations, with sustainability storytelling around ADLER For Planet and EarthCheck certification.
The result: Credible, quotable sustainability stories, backed by the group's own figures: refillable toiletries delivering “a 73.5% reduction in bottle consumption, resulting in the saving of an impressive 60,600 cosmetic bottles each year”, and changes that avoid “over 4 tonnes of plastic and more than 24 tonnes of CO2 emissions every year”.

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School pupils in ski gear lined up with an instructor on a snowy nursery slope

SkiBound

The guide to school ski trips

Making a school ski trip feel easy to plan.

The challenge: SkiBound, one of the UK's first school ski-trip operators, founded in 1985, needed a teacher-facing guide that simplified planning and stood clearly apart from competitors.
What we did: We wrote the full 18-page guide, built on research calls with teachers who run trips, from the destination matrix and resort profiles to the booking steps, so the tone answered real questions and quiet worries.
The result: A lead-generating guide that puts SkiBound's credentials up front: “5,000+ school ski trips organised”, “200,000+ staff and students”, and “Over 1 million days on the slope”.

A wide Normandy beach with marram grass and a château among the trees beyond

Travelbound

The Normandy school-trip guide

The growth a student takes home, made easy to book.

The challenge: Travelbound, the educational school-travel operator, needed a guide that made a Normandy school trip easy to plan while foregrounding students' educational and personal growth.
What we did: We wrote the full guide, from planning and top attractions to accommodation at the Château du Molay, a day-by-day itinerary, a St Joseph's Catholic Academy case study, and the safety, wellbeing and FAQ sections.
The result: A warm, practical guide that makes a complex overseas trip feel achievable.

Printed customer magazines produced for travel brands, laid out on a table

Travelopia

Group content partner

One trusted content partner across a group of specialist brands.

The challenge: Travelopia, the global specialist-travel group, needed consistent, high-quality content across its tailor-made luxury brands and its education division.
What we did: Across Citalia, Sovereign, Sojourn, Andiamo! and Hayes & Jarvis we produced quarterly customer magazines, distributed at UK airports and trade events, plus brochures, recipe booklets and web copy. We produced the group's Climate and Nature Partnership with Blue Marine Foundation content pack, giving marketing teams Green Claims Code compliant template copy. For the education division we wrote the full SkiBound and Travelbound guides.
The result: A single, reliable content partner spanning luxury travel and educational travel.

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Sustainability and purpose

The Planting the Seed report cover, set against a photograph of women cotton farmers in India

CottonConnect

Women in Cotton report and campaign

Giving cotton farmers a voice, and the brand the evidence.

The challenge: CottonConnect, which transforms cotton supply chains through smallholder-farmer training, wanted to raise its profile and evidence the impact of its gender and sustainability programmes in India.
What we did: Jen wrote the report and travelled to India to interview and photograph farmer case studies, turning field research into a persuasive, human, data-led story.
The result: A report built on real impact figures from the REEL programme: “+11.5% Yield”, “-52% Chemical pesticide usage”, and “+176% Profit”.

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A smartphone on a slate surface in low blue light, a faint etched world map glowing on its screen

C Mobile

Comms strategy and content for the first eco mobile network

Making the mobile industry's hidden footprint visible.

The challenge: C Mobile, the first eco mobile network, needed to understand and then communicate the real environmental and ethical picture of the mobile phone industry, from mining and manufacturing to e-waste, and to build a credible, evidence-based position in a sector not used to that kind of scrutiny.
What we did: We developed content and advised on communications strategy, researching the whole picture: the supply chain from mining to end user, worker rights across the manufacturing countries, the metals and chemicals involved, e-waste and recycling, and the genuinely contested science around health and electromagnetic fields. We turned that research into clear position statements and content that let C Mobile speak with authority and honesty rather than hype.
The result: A rigorous, evidence-led communications foundation that let a pioneering eco network make credible claims about a complex, contested industry, holding the nuance rather than collapsing into slogans.

Trace

Carbon accounting content

Turning accountants into carbon-accounting service providers.

The challenge: Trace, the carbon-management software firm known as the “Xero of carbon”, wanted to position accountants as carbon-accounting providers and grow its partner programme.
What we did: We ghost-wrote and edited the flagship e-book “Carbon Accounting as a Service: The Playbook for Accounting Firms”, an ICAEW expert interview, and webinar content.
The result: Authoritative, data-led content, carrying figures such as “Over 70% of a company's emissions typically fall under Scope 3” and “27 countries now have net zero legislation”.

A young tree growing in front of a glass finance district at dawn

MotherTree

Founder thought leadership

Greening the finance sector, one post at a time.

The challenge: MotherTree, a venture focused on green pensions and anti-greenwashing, wanted to build its founder's LinkedIn voice and consistent brand communications on sustainable finance.
What we did: We ran the founder's LinkedIn thought leadership, from discovery and origin story to a steady flow of posts, including series on green pensions, greenwashing and greenhushing.
The result: A consistent, credible founder voice on sustainable finance.

“Professional, well-organised, and quick to respond, and well-versed in sustainability issues.”
Dan Sherrard-Smith, MotherTree

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Weleda

TV commercials and product packaging

Explaining novel natural ingredients without losing the magic.

The challenge: Weleda, the natural and organic beauty pioneer, needed consumer copy and TV-ad narratives that explained genuinely novel ingredients while keeping the brand's natural credibility.
What we did: Across an ongoing relationship we provided copywriting and creative concepting spanning television, packaging and digital, including TV commercial scripts and storyboards, secondary packaging copy for the AURUM anti-ageing range, the Glacier Mask concept, and the Skin Food relaunch.
The result: When the All-Day Hydration commercial was tested by Ipsos, it scored “Very High” for strategic fit, differentiation and legitimacy, and “High” for engagement.

“They are highly skilled and brilliant at what they do. Jen Marsden is very knowledgeable, professional, can tackle any challenge and always finds great solutions.”
Eileen Smith, Weleda AG

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Charity, community and public sector

Young athletes running on a coastal track at sunrise

LouLou Race Foundation

Website content strategy

The words to launch a charity, and honour a life.

The challenge: A brand new charity, created to honour Jersey triathlete Louise Bracken-Smith and help young people into sport, needed a whole website built from a blank page, with words that carried real emotion and satisfied the Charity Commission.
What we did: We led the content strategy and wrote every page, shaping the architecture across About, Louise's Legacy, Sports and Young People, Governance, the Programme, a Grant-Making Policy, Supporters and Home. We interviewed the people who knew Louise best, including Rugby World Cup winner Kyran Bracken and her sons Harvey and Freddie, and grounded the case for support in researched youth-sport statistics.
The result: A launch-ready website with a clear structure and a warm, dignified voice, built to win individual and corporate support.

Tornagrain Pharmacy at the centre of the new village, caught in the warm light of early evening

Moray Estates

The Tornagrain community newsletter

Building a new town's sense of community, in print.

The challenge: Moray Estates, the developer behind the new traditional town of Tornagrain near Inverness, wanted a quarterly residents' newsletter that built community alongside development news.
What we did: We launched and produce the quarterly Tornagrain News, from editorial to copy, covering everything from the Green Fingers gardening competition to the planting of heritage Sessile Oaks grown from the fallen Darnaway Oak.
The result: A warm, well-read community newsletter that gives a growing town a shared voice.

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Publishing and editorial

A Palestinian farmer kneeling in an olive grove, sorting freshly picked green olives into sacks

Sublime Magazine

Captivating storytelling

Long-form journalism that makes a complex, human story endure.

The challenge: Sublime, a sustainability and ethical-living title, requests ongoing rigorous, humane journalism on one of the hardest subjects there is, told through people rather than headlines.
What we did: Jen has written a multitude of articles over the past two decades, including most recently "What Endures: Land, Life and Repair in Palestine", a three-part editorial series built on an interview with Dimple Agarwal and her firsthand experience of the olive harvest and humanitarian work in the West Bank. Part one, "Rooted in Resilience", follows daily life, water scarcity, food production in refugee camps and improvised rooftop hydroponics. The series continues through "The Land Remembers" and "To Walk Again", weaving together land stewardship, environmental justice, low-cost prosthetics and repair, and the deep connection between land and dignity.
The result: A values-led series that holds real complexity without collapsing into slogans, and gives voice to a community the news cycle too often flattens, always finding its way back to repair and hope rather than despair.

“Creativity flows. Work is delivered with professionalism and timeliness.”
Dr Laura Santamaria, Co-Founder, sublimemagazine.com

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Earth-toned sustainable garments on wooden hangers beside cotton bolls and dried grasses

Eco Fashion World

Content for a pioneering ethical fashion platform

Championing ethical fashion before it had a name.

The challenge: Eco Fashion World set out, in the early days of ethical fashion, to guide shoppers towards sustainable and ethical brands and to make conscious dressing feel desirable rather than dutiful. In a young and often misunderstood field, it needed credible, engaging editorial to build authority and trust.
What we did: We supported the platform's content in its early days, writing and shaping editorial that introduced readers to ethical designers, sustainable materials and slow, considered fashion, and helped establish the brand as a genuine guide rather than a lecture.
The result: An early body of credible, readable content that helped position Eco Fashion World as a go-to reference for ethical fashion, a field it helped to define.

People Tree

Customer magazine

Storytelling for a fair-trade fashion pioneer.

The challenge: People Tree, the pioneering sustainable and fair-trade fashion brand, wanted a customer magazine that carried its values and its collections with equal style, including its landmark collaboration with Emma Watson.
What we did: We produced the People Tree magazine, from features to product storytelling, giving the brand's ethical fashion a warm, editorial voice, including coverage of the Emma Watson fair-trade collection.

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Technology and B2B

Sopro

The State of Prospecting whitepaper

Five years of data, turned into category authority.

The challenge: Sopro, a B2B prospecting agency, wanted to turn five years of proprietary campaign data and a buyer survey into an authoritative, engaging report.
What we did: We authored and structured the flagship State of Prospecting whitepaper, from foreword and narrative to the data sections and case studies, and wrote the design brief.
The result: A category-defining report built on “25 million+ emails sent over the last five years across 82 key industries”, showing that “email (prospecting) is 3.8x more effective than social media”.

“Their people management was fantastic, and a key part of their success.”
Kit Smith, SEO and Content Manager, Sopro

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A tablet on a desk showing a signed document, with a stylus resting on it

SignEasy

Content marketing and CEO ghostwriting

B2B thought leadership in the founder's voice.

The challenge: SignEasy, the e-signature software company trusted by over 4 million users, wanted to drive B2B leads and build thought leadership with personality.
What we did: We built the blog content strategy and wrote SEO articles and an e-book, and ghost-wrote monthly blogs in the voice of the CEO for approval before publishing.
The result: A steady stream of lead-generating, on-voice thought leadership for a global SaaS brand.

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Branding and identity

Parcels of different sizes arranged along a simple green route line

RoutikQ

Brand identity for a transparency-first shipping platform

A whole brand built on one honest promise.

The challenge: RoutikQ, an Indian shipping platform that lets e-commerce sellers compare couriers and see every charge in the open, needed a brand that felt clearer, not cheaper, and that led with the founder's insider credibility.
What we did: We built the brand end to end and captured it in the RoutikQ Brand Book, v1.0, July 2026: positioning and personality, the route-and-parcel “Q” logo, the two-green palette, typography, and a plain-English voice with ready-to-use messaging. We led with founder Shivangie Agarwaal, who spent eleven years inside the shipping business, most recently at Amazon Shipping.
The result: A complete, confident brand identity and voice, summed up in the tagline “Ship for less. From your store to their door” and the line “This is not a cheaper courier. It is a clearer one.”

A parent and young child sitting together in warm window light during a guidance session

Aadhigamya Pathways

Brand book, website and internal training

End-to-end brand and content for a science-backed coaching practice.

The challenge: Aadhigamya Pathways offers science-backed coaching and counselling across career, relationships, sports performance and personal growth, for students, professionals and families worldwide. It needed a complete, credible brand, a website to match, and the internal materials to deliver it consistently.
What we did: We created the full brand book, wrote and built the website, and produced the internal training documents, giving the practice one coherent voice from the homepage to the coaching room. The positioning leads with evidence-based guidance and clear outcomes.
The result: A consistent, professional brand across public and internal touchpoints, live at aadhigamyapathways.com, carrying the tagline “Clarity, Direction, Growth”.

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A close-up of a woman in a long coat carrying a stacked stainless-steel tiffin carrier down a Tornagrain village street

Tornagrain Tiffin Club

Brand, voice and packaging for a Highland food maker

Slow-cooked, soul-fed, and unmistakably yours.

The challenge: Tornagrain Tiffin Club, a Highland-based maker of Indian meals, spices, chai and curry kits, needed a brand, a voice and a full launch range that felt honest and premium, with no exoticism.
What we did: We shaped the brand voice, warm, first person and honest, wrote the At Home range copy line by line, and built the pricing and packaging pack alongside it, from curry kits and masala chai to spice blends, laddoo and Christmas hampers, each with a single honest origin line.
The result: A launch-ready range with costed pricing and on-brand copy, carrying lines such as “Ground this month, not this decade” and “Simmered, never dunked”, ready for the Tornagrain Craft Fair launch.

Retail, wellness and platforms

Glass jars of grains and pulses on the wooden shelves of an independent wholefood shop

Real Foods

SEO editorial for an Edinburgh institution

Helping a much-loved organic retailer be found and trusted online.

The challenge: Real Foods, the long-established Edinburgh organic, vegetarian and health-food retailer, wanted editorial content that earned search traffic and reinforced its ethical, wholefood credentials, rather than thin copy written for algorithms.
What we did: We produced SEO-driven articles and the research behind them, on topics from how to recycle anything and everything in Edinburgh to plant-based diets, sleep, protein and fibre, plastic-free living and alternative milks, all written for humans first and search second.
The result: A bank of genuinely useful, on-brand editorial that supports the shop's blog and its organic and ethical positioning.

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An artisan's hands finishing a hand-thrown ceramic bowl at a workbench

Made with Love

An accreditation platform and directory

Turning a values-led idea into a working online product.

The challenge: Made with Love set out to build an accreditation community and searchable global directory for artisans and ethical makers, and needed the brand, content and structure to make the application-to-listing journey work.
What we did: We shaped the platform's content and flow, writing the page copy and wireframes for the home, artisans, application, directory and success pages, the accreditation application form itself, and the project plan, working alongside the developer who built it.
The result: A clear, warm content architecture that guides makers from application through to an approved directory listing.

Bottles of kombucha and water kefir with fresh fruit and mint on pale linen

Food Matters

Wellness feature writing

Well-researched wellness journalism in the brand's voice.

The challenge: Food Matters, the health, nutrition and wellness media brand, needed engaging, credible consumer features that informed without hype.
What we did: We wrote bylined feature articles with the research to back them, including “A Taste for New Food” and “Kombucha vs. Water Kefir”, translating nutrition science into warm, readable stories.
The result: Trustworthy, on-voice wellness content that serves the reader first.

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Natural home and beauty products with unbleached packaging on a pale green background

Big Green Smile

Ethical retail content

Words that make ethical shopping feel easy and joyful.

The challenge: Big Green Smile, the online ethical and natural products retailer, needed content that made sustainable choices feel effortless and appealing rather than worthy.
What we did: We produced a steady stream of retail content for the brand, including product and category copy, blog articles, email and campaign content, all warm, benefit-led, and putting the customer and the planet first.

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An ethical engagement ring on a hand with Certified B Corporation and 'There is no planet B' cookies

Ingle & Rhode

Content for a luxury fair-trade jeweller

Making ethical luxury feel effortless.

The challenge: Ingle & Rhode, the London luxury fair-trade and ethical jeweller, needed content that conveyed both craftsmanship and conscience, without ever preaching.
What we did: We produced the same breadth of content as for our other ethical retailers, including product and category copy, blog articles, email and campaign content, in a voice that made responsible sourcing part of the luxury rather than a caveat to it.

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Erin Johnson, Marketing Director, Travelopia Tailormade

Eileen Smith

Global Brand Equity Manager, Weleda AG

“Working with Madhatter Creative Co. is always a great pleasure! They are highly skilled and brilliant at what they do! They support us across various projects with advertising, web and product copywriting, and editing. Jen Marsden is very knowledgeable, professional, can tackle any challenge and always finds great solutions! Plus, she is simply lovely to work with.”

Parik Laxminarayan, CEO and Co-Founder, Enchanting Travels

Philippa Marshall-Cross, Former Sustainable Business Director, Unilever

Dan Sherrard-Smith, Founder and CEO, MotherTree

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