Quick facts
SERVICE
Website content strategy + copywriting | Brand voice development + articulation
OUR ROLE
- Copywriting
PARTNERSHIP
2023 – present
Client
Education Services Australia (ESA) is a national not-for-profit created by education ministers to drive better learning outcomes across Australia. It partners with governments, schools and industry to build inclusive, technology-driven solutions – from digital resources and infrastructure to curriculum support and e-learning tools.
At the heart of ESA’s work is equitable access to quality education – for every child and every community – powered by innovation and collaboration.
Challenge
ESA was embarking on a major website overhaul to better connect with educators, policymakers and partners across Australia. As an organisation dedicated to equitable access to education, it was essential that the new site reflected that same spirit – clear, inclusive and easy for everyone to navigate.
With multiple sections and audiences to consider, ESA needed copy that balanced clarity and warmth, while aligning with new design templates and modules.
As part of the project, ESA also needed a clearly defined brand voice to help internal teams achieve a consistent, confident tone well into the future.
Solution
RM partnered with ESA to bring strategy, structure and storytelling to the website project. This included:
- A brand voice guide: Building on insights from ESA’s leadership workshop, we created a brand voice guide that defined ESA’s tone pillars and how to apply them with clear before-and-after examples. While it supported the website project, the guide now serves as a long-term resource to help ESA’s teams write with one consistent, confident voice.
- Strategic page structure: Working from design mockups and existing modules, we used our content strategy expertise to recommend webpage structures that improved flow, readability and user experience.
- Website content writing: We rewrote key pages across the new site, simplifying complex information and crafting clear, approachable copy tailored to educators, policymakers and partners.
- Collaboration and alignment: We worked closely with ESA’s internal team and design partners to keep copy, structure and visuals in sync from draft to launch.
Results
Through this project, ESA gained:
- A user-focused website that presents complex information clearly and accessibly
- Consistent, inclusive messaging that reflects ESA’s credibility and purpose
- A brand voice guide that helps maintain alignment across future content
- Strong collaboration between content, design and internal teams