Formant & Thread
Formant
&
Thread

Good UX writing for a brand and web design company isn't about clever slogans or showing off vocabulary; it’s about frictionless guidance. Every word — from button labels to microcopy — should push the user forward without them even noticing. Clear, sharp, human. No one should have to stop and think what to do next.

Marketing flyer for a hospitality program at Granta, Cambridge, highlighting diploma courses in Catering, Heritage, and Entertainment. Describes hands-on training, international accreditation, and local partnerships. Includes UX writing guidelines emphasizing clear language, conversational tone, action-oriented CTAs, logical user flow, and trust signals.
A persona profile for "Evelyn Harper, Entrepreneur" featuring a photograph and description. It includes learning habits like gym visits, reading, online courses, and language practice. Key goals are public speaking, learning a language, and marathon training. Motivations include continuous learning and diverse cultures. Frustrations involve time for hobbies and work-life balance.
Document analyzing SEO strategies for business coaching in the UK, using Google Trends, AdWords, and Moz. It discusses organic search results, domain authorities of various companies, and market opportunities.
Illustration of a person in athletic attire sitting tiredly with their head resting on their hand. The image is accompanied by text discussing fitness resolutions and challenges, titled "DOA Fitness Resolutions (and 3 resuscitation techniques to use this weekend)."
Illustration of a man in workout clothes reaching for a shoe near a trash can, surrounded by other scattered shoes. Adjacent text discusses the concept of balancing hard work with enjoyment, mentioning a study on the timing of snack choices post-exercise.
Illustration of a woman running with motivational thoughts and equations.