Case study: Turning complex sustainability info into clear, actionable content
How I helped an eco-tech start-up get ‘launch ready’, with content spanning all 17 of the UN’s sustainable development goals (SDGs).
The client
This client was a fiercely impressive content manager at an eco-tech start-up. Their subject-matter experts (scientists, data analysts, and policy minds) had produced reams of content to explain how each of the UN’s 17 Sustainable Development Goals (SDGs) applied to businesses in their industry. Fantastic!
But it was far more content than they had planned for. And it needed to be edited. Quickly.
The ambition was huge: transform all this dense, technical insight into clear, engaging copy that could guide users through making meaningful sustainability progress. This meant app content (and functional microcopy), deep reports and marketing content for the website.
Our partnership
They always knew they’d need external support. But with a looming launch deadline and hundreds more pages of content than expected, that need became urgent. The content wasn’t just long – it was complex. It needed to become something a time-pressed business leader could read, understand and act on – quickly.
I came on board as a freelance writer through an agency (collaborating closely with another fantastic editor). Though technically external, I integrated into the project like part of the internal team, working directly with experts, asking questions, offering ideas, and sharing honest, constructive feedback.
The project
The work was fast-paced and intense, but incredibly satisfying. Every word needed to earn its place in the app. Not only did the copy need to be condensed, it also needed to motivate. And to retain its nuance and scientific integrity, of course. Ultimately, we delivered:
17x introductory guides to explain the premise of each SDG (fully referenced, with infographics, charts etc)
17x deep dive guides about how each SDG related to the travel hospitality industry
App copy to help business owners monitor and track their progress against multiple goals in each SDG
Web copy, including a ‘starter pack’ of blogs about each SDG and case studies
Once the core content was delivered, I ran creative workshops with the team to help them shape their broader content pillars. When your product touches on all 17 SDGs, it’s easy to get lost in the possibilities. These sessions helped the team carve out a confident, distinctive voice in a crowded and complex space.
The launch
The app launched looking beautiful – full of useful, human-centred content. Honestly, working on this was one of the highlights of my freelance career. While the start-up ultimately closed down within a year or so (I believe it was simply ahead of its time), we delivered something ambitious, exciting and purpose driven. I believe they won awards in the short time the app was live (I had left freelancing at that point). I’d happily do it all again.
Need some support?
And perhaps, I can do it all again – with you! If you’re a purpose-led organisation who needs a content partner, we should talk!
I translate technical expertise into clear, compelling stories. My background is scientific (Zoology degree, professional medical editor), but I’m also an experienced marketing content writer. I can slot seamlessly into your team, or lead projects from the front… whatever you need.
P.S. None of my content is written by AI. I do use it for ideation and critiquing my work, but everything written here is my own – even the en dashes!
