Sam Golding
Portfolio
HACT: Information & Recruitment Packs
I created a suite of bespoke information packs for the Housing Associations' Charitable Trust (HACT). These packs detail HACT's workstreams, services and products.
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I wrote the copy and created the designs in these packs, taking complex concepts and vocational language and producing an accessible product for both general and specific audiences.
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HACT: Case Studies
I wrote and designed case studies for HACT by interviewing partner organisations and crafting engaging marketing collateral to suit both parties, most notably with the Economist.​
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These case studies highlight the impact of HACT's services, combining customer testimony with compelling design and best practice marketing techniques.
For case studies, I will often work within the brand guidelines of both HACT and the partner organisation.
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HACT: Selected Work
A selection of my work for HACT, including graphics, logos, copy, social media content and ghostwriting. In addition to producing all copy and content for the organisation, I developed a cohesive visual identity for HACT by creating with a focus on social impact.
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By applying clean, modern design principles, I enhanced HACT's branding across multiple platforms. ensuring a consistent and engaging presence that aligns with HACT's brand identity.
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HACT: News, Blogs, & Press Releases
I’ve written across a variety of tones and subjects for HACT, from health and housing to news topics, including the Grenfell Tower Inquiry response. I’ve ghostwritten for prominent figures in housing, such as Andrew van Doorn OBE, and created educational written content on social and environmental issues like retrofitting homes and racial equality.
Each piece is tailored to its audience, balancing informative clarity with the appropriate voice and tone for each topic, ensuring readability and accessibility.
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Ripple&Co
A selection of my work for Ripple&Co, an organisation that provides mental health first aid training to larger organisations such as NatWest and the Premier League.
As the creator of Ripple's brand guidelines, copy, and design, I played a significant part in shaping their image and story.
Plato
Plato is Ripple&Co's subscription-based digital wellbeing platform/HR system.
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In addition to creating all B2B and public-facing copy and content, I also designed, scripted and user-tested their AI mental health first aid chat bot.
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Goat Girl: Album Launch Campaign & Social Media
I worked with Rough Trade band Goat Girl to develop their social media content plan and create assets for their single and album launch campaign.
I worked with the band to create a bespoke tone that incorporated algorithm friendly trends whilst staying true to their voice. Through this, I was able to significantly increase their engagement and reach across platforms including Instagram and TikTok.
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The HLP App: Onboarding
Onboarding is a crucial stage for the longevity of any user, particularly when it comes to a neurodivergent user base.
I clearly outlined the purpose and functions of the app, whilst using terms like “we”, “us”, “ours” and “yours” to maintain a sense of collaboration throughout the process.
The HLP App:
Writing Guidelines
I created the writing guidelines used by all members of the copywriting and content writing team, as well as communications team.
All content produced for the app, including marketing and bid writing copy abided by these guidelines, and all content was passed to me for editing and approval before use.
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The HLP App:
Tools & Content
I created a catalogue of over 350 health & lifestyle "tools" designed for individuals with ASD, ADHD, Depression, and Anxiety. ​They were designed to be as universal as possible to accommodate our large and varied user base.
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In addition to this, I wrote descriptions for external services offered by our platform, including Cognitive Behavioural Therapy.
The HLP App:
Microcopy & App Text
In addition to creating copy for each screen of The HLP App, I created microcopy with usability and accessibility in mind. The app contained a social media/community space, an activity/logs/insights page, and a catalogue of tools.
I also created the copy for the support deck, FAQs, and the support mascot.
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The HLP App:
Gamification & Character Copy
I created a system of Gamification to engage and reward the app's user base.
In addition to this, I also used the app's mascot, Hector, as a functional tool for tutorials and navigation, as well as another vehicle for conveying our branding and light-hearted tone-of-voice.
The HLP App:
CRM, Disclaimers & Legal
I created the CRM system for The HLP App, as well as the guidelines, disclaimers and rules that were used throughout the app. As a medical organisation, the laws around personal data use needed to be made extremely clear to the users.
Due to the nature of ASD and ADHD, the use of an inclusive and accessible tone-of-voice was key.
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Articles & Scripts
A selection of articles, content and video scripts I have written, primarily for informative, instructional and meditative purposes.​
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Psychiatry UK: Social Media Content
I wrote the copy and designed the graphics for Psychiatry UK’s social media content that they use across all channels.
I used my SEN teaching experience and knowledge of ASD, ADHD, and other additional needs to produce clear and accessible resources.
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Everpress Creator Toolkit
I created the content and copy for Everpress' Creator Toolkit, emphasising their innovative and approach to sustainable entrepreneurship using clear, relatable language.
The toolkit was designed to focus on the brand's ethical values with creatives, Gen Z, and younger Millennials in mind.
The Most Radicalist
I am a contributing editor for the new music blog The Most Radicalist.
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I contribute 200 word reviews of new singles from burgeoning artists as well as edit the work of my peers to ensure a consistent tone across the organisation.
Electrifire
I wrote the website copy for Electrifire, a company that specialises in installing home alarm systems.
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In addition to working within SEO best practice, I also wrote the microcopy and navigation text with simplicity and fluidity in mind.
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The HLP App Website Copy
I wrote the copy for the landing page, About Us, and Privacy Policy sections of The HLP App website.
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For the Privacy Policy, I liaised with healthcare lawyers to ensure I combined accuracy, safety and accessibility.
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Glacier Vehicles
I contributed copy to the website for Glacier Vehicles, a database and marketplace for commercial refrigerated vehicles.
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I employed SEO-driven copywriting techniques to hit keywords, resulting in increased website traffic.
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Ten Minute Tales
Ten Minute Tales is a writing project and flash fiction workshop I created in 2021. ​
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In addition to the workshop and live performances, I have released self-published books and marketed this brand successfully using a social media account that reaches over 20,000 accounts a week.
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