PLACE
Where growth meets opportunity — for everyone.
Thames Freeport is one of the UK's most ambitious economic projects — a 38km special economic zone spanning Barking & Dagenham, Havering, and Thurrock, designed to attract global investment while creating real opportunity for local communities. The challenge: telling that story in a way that landed with two very different audiences, simultaneously.
Client: Thames Freeport
My Role: Brand tone of voice, headline development, dual-audience messaging strategy
Partners: Anatomy (brand and design agency)
We delivered
A unified brand voice that works across investor and community audiences without compromise
Dual-audience messaging frameworks — distinct in tone, consistent in values
Headline suites for both audiences, from investment propositions to community impact narratives
Tone of voice guidelines developed in partnership with Anatomy to ensure consistency across all brand touchpoints
Working alongside Anatomy, I was brought in to develop the verbal identity for Thames Freeport at a pivotal moment in its growth. The brand needed to speak with confidence and credibility to global investors — while remaining grounded, human, and accessible to the communities living and working within its footprint.
I developed a tone of voice that holds both. For investors, the language is direct, evidence-led, and ambitious — reflecting the scale of opportunity and the track record already being built. For communities, it's warm, clear, and honest — focused on jobs, skills, and what growth actually means for local people.
The headlines I created gave the brand a way to open conversations with both audiences — not through compromise, but through a voice clear enough to stretch across both worlds.
All images courtesy of Thames Freeport / Anatomy
