Rebranding & Content Strategy,
Equity School Travel

Project Summary & Brief

Timeline: 12 months | Sector: Education & Travel
Services Delivered:

Tone of Voice development & brand guidelines
Strategic messaging
UX-aligned content writing (200+ products, 30+ landing pages)
Cross-functional project management
Workshops for internal teams (Tone of Voice, Email Marketing)

The Brief

Following a rebrand led by Rewild Creative, Equity School Travel needed to bring their communications into alignment with their new brand vision – one that championed curiosity, confidence, and curriculum-based adventure.

My role was to develop a consistent tone of voice that reflected this mission, and to apply it across a major website overhaul, creating content that would resonate with time-poor teachers and clearly articulate the educational value of each trip.

The Approach

Tone of Voice & Brand Cohesion

Delivered a full Tone of Voice framework to align messaging across teams and touchpoints
Ran a TOV workshop with the marketing team, helping to embed consistency and clarity in all copy
Developed internal guidance documents for use across marketing, sales and customer service

Website Content & Curriculum Mapping

Wrote or rewrote 200+ product pages and 30+ landing pages, each tied closely to UK curriculum objectives
Worked alongside Equity’s contracting and marketing teams to identify key pain points for teachers, including:
- Justifying educational value to senior staff and parents
- Demonstrating clear links between trips and learning outcomes
- Finding trustworthy, ready-to-go trip providers post-COVID

Project Liaison & Delivery

Acted as a bridge between internal stakeholders and external developers, ensuring messaging, UX and structure all served the brand’s core goal: bringing the classroom to life
Created a website framework that gathered all educational and activity trips under one roof — a shift from the previous segmented approach
Supported the team with email marketing strategy, including a practical workshop

Challenges

Rebuilding trust & engagement post-COVID
With schools just beginning to travel again, Equity’s marketing team had lost its PPC budget and paid search capacity. We had to focus on organic performance and strategic content to rebuild momentum.

Visual storytelling
Much of the legacy imagery felt dated or impersonal, and needed replacing – but teen-focused stock imagery is limited due to privacy concerns. Instead, we worked with travelling schools to gather new, real-life photos that better reflected the experience Equity offers. This remains a long-term content goal for the brand.

Key Results

200+

Product pages

30+

Landing pages

Workshops delivered

Clear, curriculum-linked content supporting both marketing and sales
A cohesive tone of voice now embedded internally
Within 2 years, website enquiries via organic search and email matched pre-pandemic levels — despite a £20,000 paid media budget cut
Website now better supports the business vision and makes life easier for teachers seeking high-quality, curriculum-rich trips

“Nammie improved so many location pages, blog posts, and made a huge contribution to the website – it's taken such a weight off. We've also been able to reduce the external agency's hours, which is amazing and exactly what we were looking for.”

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Client Testimonial

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