Brand voice

Content design, information architecture, microcopy, branding, tone of voice


To celebrate NAIDOC Day in November 2020, the Aboriginal Engagement team requested a refresh of their pages on the Transport for NSW intranet. They wanted copy and content design distinctly their own, showcasing the work and values of their team.

My role was to work in partnership with the Aboriginal Engagement and Insights & Initiatives teams to develop a digital experience that was true to who they are.


I began with a content audit, identifying content gaps and interviewing the two stakeholders from the Aboriginal Engagement team about what they wanted to say, and about how to explain cultural practices and terms to people unfamiliar with Welcome to or Acknowledgement of Country.

Throughout the design process, I had conversations with the team about visual branding, page layout and microcopy needs.

In the research process it became clear that other teams in the organisation were unaware of the services on offer from the Aboriginal Engagement team. We needed to emphasise how they could benefit from the cultural expertise of the team outside of one-off events.


These pages now capture the heart and passion of the team, translating that into a digital experience that puts the Aboriginal Engagement team front and centre in the employee portal.

I also wrote microcopy for each child page tile, and refreshed the content on each page to fit with the new tone of voice.

It was incredible working in collaboration with the Aboriginal Engagement team to create the only Transport website that has been designed in true partnership with Aboriginal engagement representatives.