Engine
2020-ongoing
Crafting strategy, content, and coordination for a digital studio defined by precision and intent
Project Focus
– Strategic direction
– UX & Interface design support
– Tone of voice
– Editorial systems
– Content development
– Project coordination
Overview
Engine is a web development studio working across design, architecture, music, and retail. Over a three-year period, my responsibilities included strategy, editorial development, and coordination—supporting how the studio communicates, collaborates, and evolves its identity.
Projects were shaped from brief to launch, with a focus on clarity—crafting user-facing content, refining workflows, and ensuring alignment between design and development. Work included a studio-wide brand refresh and the development of a more defined tone of voice across digital channels.
Collaborators included Map, Accept & Proceed, Studio.Build, Blond, Architectuul, Max Cooper, and Paul Archer Design.
Editorial Systems
A content strategy was created to reflect Engine’s values of clarity, subtlety, and thoughtful execution. Copywriting spanned client work, tone of voice documentation, and brand messaging—balancing technical precision with human tone.
Editorial content was curated with intent, prioritising resonance over volume. This included written features, project case studies, and collaborative series such as Spaces—a set of profiles exploring how creative environments shape digital practice. Together, these pieces formed a narrative ecosystem that positioned Engine as both a maker and an observer within the creative industries.
Process & Communication
Coordination began with early UX planning and continued through to final delivery. Design feedback was translated into technical documentation—ensuring visual logic remained intact. Internal systems helped bridge design nuance with development needs.
Attention was given to maintaining consistency of tone, interface logic, and system design—ensuring all outputs held the same standard of material and narrative coherence.
Outcome
The result was a more articulate studio—visually and editorially aligned, with systems in place to support long-term growth. Projects launched smoothly and on schedule, supported by a refined tone of voice and content architecture that reflected Engine’s values across all platforms.