Evergreen web content for the everyday and the exceptional
CABA is a UK charity that helps chartered accountants and their families thrive by equipping individuals with the practical, emotional or financial tools to manage whatever’s in front of them.
I rewrote CABA’s most visited web pages in line with their refreshed brand voice. This required a significant shift from an inconsistently applied bureaucratic tone to a straightforward, approachable style.
Style and substance
Through these web pages, I communicated the core message that CABA is there for its community no matter what. My copy helps web visitors understand that the charity offers much more than financial assistance during hard times.
The usual demands and shifting priorities of any major rebranding and web redesign project meant that I was required to work to tight deadlines, while meeting the needs of multiple stakeholders.
We undertook a major project at CABA to update our brand, tone of voice and website. Ruth’s web copy interpreted our new brand voice accurately and consistently and helped us bring our refreshed brand to life online.
Rekha Chauhan, Brand and Communications Manager
Copy for long-term impact
My copy is helping members of the Chartered Accountant community get the support they need. It is also providing inspiration to CABA employees as they get to grips with the organisation’s new brand voice.