The Futures Group: Website copy and tone of voice

The Futures Group were going through a rebrand to reaffirm their sub-brands – Futures for You and Futures for Business, as the premier careers advice service in the East Midlands and beyond.

Using newly-developed brand guidelines, the proposition, messaging and tone were designed to complement the complete rebrand and reach different audiences.

The priority for all audiences was to position Futures as the voice of authority on careers advice, a trusted partner for employers and job searchers, and a modern, forward-thinking organisation.  


I approached Jenny for help bringing to life a new brand through website content. She listened to my requirements and immersed herself in our brand guidelines. She asked lots of questions and spent time with other colleagues to make sure she understood our business and new brand.

As a result, she produced engaging content and took some pressure off me. I really liked Jenny’s ability to interpret what I’d said and the brand guidelines. Lots of people say they can do this but actually it’s very difficult to find someone who delivers, and does it quickly. Working with Jenny was easy!
Anna Goodship - Futures Group Nottingham
Anna Goodship
Head of Marketing and Communications

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Hello, I’m Jenny

I’m a freelance professional copywriter based in Nottingham and York.

I work with socially conscious businesses and charities to help them achieve even more.

My words are made in the East Midlands and Yorkshire, and delivered to clients across the UK.

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