London Youth Games – Brand Identity & Website Relaunch

The challenge

The London Youth Games website had not been updated since 2019 and no longer met accessibility standards. The platform required a full content refresh, improved usability and a clearer articulation of the organisation’s impact.

What I did:

I was responsible for leading the end-to-end content overhaul and supporting the launch of a refreshed brand identity, ensuring consistent tone of voice, strong visual storytelling and clear communication across all digital touchpoints.

I acted as a guardian of the London Youth Games brand, ensuring consistency in tone of voice and visual identity across the website and social channels.

I managed the project end-to-end, demonstrating strong organisational and project management skills to deliver the website refresh efficiently.

I audited and rewrote copy across all website pages to improve clarity, accessibility and user experience.

I produced high-quality digital content, including a comprehensive Impact Report that communicated measurable outcomes through compelling storytelling and structured case studies.

I shaped and delivered always-on communications by creating engaging content that highlighted the organisation’s impact, people and community.

I applied strong creative judgement across storytelling, pacing and content structure to ensure content was both engaging and easy to navigate.

I delivered brand training internally to support clear, consistent communication across teams and stakeholders.

I used insights and performance data to inform content decisions and improve effectiveness.

The results:

I used best practice guidance to ensure the website met modern accessibility and user experience standards.

Increased website traffic by 137%, driving greater brand awareness and engagement.

Improved accessibility and overall user experience across the site.

Strengthened brand consistency across all touchpoints.

Elevated the quality and impact of London Youth Games’ storytelling, supporting stronger communication of its mission and value to stakeholders.