content strategy & Tone of Voice Development

A potted indoor plant with dark green, glossy, heart-shaped leaves with prominent veins, placed on a surface against a textured dark wall background.

I was brought in as a freelance consultant to strengthen the brand’s voice and digital presence through the implementation of a targeted content strategy.

Working closely with the team, I firstly developed SEO-optimised blog content guided by key content pillars to improve search visibility and rankings. Then I created email campaigns to build brand awareness and delivered a tone of voice framework that would help the team deliver consistent messaging across all channels.


With a new framework in place, we strengthened the brand identity, saw improved search discoverability and laid the groundwork for long-term growth and engagement.

Client
Forest Plant & Lifestyle

website copy, brand, editorial

Text panel with the heading 'Bring nature into your home.' and paragraphs describing Forest, a family-run plant business founded in 2013, with locations in East Dulwich and Deptford. The content emphasizes their passion for high-quality houseplants and sustainable brands, and mentions Alice Bailey, a horticulturalist. It also discusses their sourcing practices and commitment to customer satisfaction.
A person inspecting or caring for potted houseplants in a greenhouse or indoor garden.
Person planting a seedling in a small pot at a gardening workspace with other potted plants and gardening tools on the table.

The homepage copy sharpened the brand’s deep expertise, quickly capturing audience attention on their landing page. Whilst SEO-led blog content built trust by translating that expertise into practical advice, improving discoverability and contributing to a 58% increase in website traffic.

Educational and community-led online content

Forest presents ‘After Hours’ – Bringing Balearic vibes and bodega chic to East Dulwich

Forest presents After Hours
Various potted green houseplants on a wooden table against a neutral-colored wall.

Spring Houseplant Care

Easy-care Houseplants for Beginners – Virtually “Unkillable” and Low Maintenance

A collection of potted houseplants on a surface against a plain wall, including a snake plant, a dracaena, a calathea, and pothos.

email campaigns

I developed brand-led email campaigns that balanced storytelling with a product focus and clear sales CTA. By framing commercial messages through Forest’s warm, expert and community-led voice, the emails strengthened customer connection, supported product discovery and helped drive consistent traffic to the website.

Two images of houseplants. The left image shows a potted plant with large green leaves and a pink flower, placed on a wooden crate against a brick wall. The right image shows a leafy green plant with white flowers in a round, dark pot, positioned on a small wooden table against a plain backdrop.
An indoor display of various potted plants on a wooden table with a neutral background and a banner that says 'forest' at the top.
A cozy interior space with a wooden table, potted plants, candles, decorative items, and colorful textiles, featuring an accent wall with shelves and artwork, emphasizing a natural, bohemian aesthetic suitable for a forest-inspired decor.
Three glass bottles with cork stoppers containing small plants, soil, and pebbles; a round glass terrarium with succulents on a wooden surface; a glass jar terrarium with a plant and soil on a wooden table.
A greenhouse filled with lush green tropical plants and hanging vines, with a pathway leading through the dense foliage.