PORTFOLIO 2025
December, 2025
Central Intelligence Agency
Company: Frontiers Media
Industry: Scientific publishing
Location: UK & Europe
Type: B2C
Platform: Contentful, Figma, Miro, Salesforce
Project skills: Interviewing, R&D, Strategy, Branding, UX writing, SEO, Content Creation, Copywriting
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Industry: Scientific publishing
Location: UK & Europe
Type: B2C
Platform: Contentful, Figma, Miro, Salesforce
Project skills: Interviewing, R&D, Strategy, Branding, UX writing, SEO, Content Creation, Copywriting
I recently designed, developed, and tested a suite of AI agents using GPT Enterprise to enhance how our teams communicate, create, and collaborate at Frontiers. What started as an experiment in generative design became a fully functional set of tools now being rolled out across UX Design, Product, Communications, and front-line teams.
Each agent was built with a different mission:
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to help us understand our audiences through data-driven empathy,
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to protect and evolve our brand voice,
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and to make writing clearer, faster, and more human.
The work combined system design, user testing, and iterative refinement — transforming static guidelines into living, conversational assistants. Through multiple pilot programs and specialist feedback sessions, I improved each model’s ability to check for tone, consistency, and context while keeping the human at the center of every interaction.
Together, these agents form a Creative Intelligence Agency — a connected ecosystem of purpose-built tools that empower teams to create with confidence, align with brand, and communicate science in ways that truly resonate.
Read more
November, 2025
From questions to confidence
Company: Frontiers Media
Industry: Scientific publishing
Location: UK & Europe
Type: B2C
Platform: Contentful, Figma, Miro, Salesforce
Project skills: Interviewing, R&D, Strategy, Branding, UX writing, SEO, Content Creation, Copywriting
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Industry: Scientific publishing
Location: UK & Europe
Type: B2C
Platform: Contentful, Figma, Miro, Salesforce
Project skills: Interviewing, R&D, Strategy, Branding, UX writing, SEO, Content Creation, Copywriting
About:
Frontiers Media is the world’s 3rd most cited scientific publisher. With over 2.5 billion views and downloads, they aim to revolutionize academic research—empowering authors to build a better world through open science.
Frontiers needed:
A centralized, user-friendly online resource for authors - helping them navigate publishing, find clear answers, and feel supported throughout the submission process.
Work included:
Mapping and developing the site architecture with UX, product, and design teams.
Writing and editing 40+ article pages reviewed by subject leads, management, and brand specialists.
Building a structured content model (“hub and spoke”) for SEO and discoverability.
Designing a consistent, accessible tone for global researchers—publisher-agnostic but aligned with Frontiers’ mission.
Outcomes:
+47% increase in organic traffic to author-facing resources within three months of launch.
Average session duration up 38%, indicating deeper engagement with pillar and cluster content.
Returning visitor rate doubled, showing improved retention and ongoing use of the Hub as a reference tool.
Search visibility for key author queries improved by 42%, with several pages ranking in the top 3 Google results for “open access fees,” “peer review process,” and “how to submit a manuscript.”
Frontiers Media is the world’s 3rd most cited scientific publisher. With over 2.5 billion views and downloads, they aim to revolutionize academic research—empowering authors to build a better world through open science.
Frontiers needed:
A centralized, user-friendly online resource for authors - helping them navigate publishing, find clear answers, and feel supported throughout the submission process.
Work included:
Mapping and developing the site architecture with UX, product, and design teams.
Writing and editing 40+ article pages reviewed by subject leads, management, and brand specialists.
Building a structured content model (“hub and spoke”) for SEO and discoverability.
Designing a consistent, accessible tone for global researchers—publisher-agnostic but aligned with Frontiers’ mission.
Outcomes:
+47% increase in organic traffic to author-facing resources within three months of launch.
Average session duration up 38%, indicating deeper engagement with pillar and cluster content.
Returning visitor rate doubled, showing improved retention and ongoing use of the Hub as a reference tool.
Search visibility for key author queries improved by 42%, with several pages ranking in the top 3 Google results for “open access fees,” “peer review process,” and “how to submit a manuscript.”
January, 2024
Making Science Click
Company: Frontiers Media
Industry: Scientific publishing
Location: UK & Europe
Type: B2C
Platform: Contentful, Figma, Miro, Salesforce
Project skills: Interviewing, R&D, Strategy, Branding, UX writing, SEO, Content Creation, Copywriting
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Industry: Scientific publishing
Location: UK & Europe
Type: B2C
Platform: Contentful, Figma, Miro, Salesforce
Project skills: Interviewing, R&D, Strategy, Branding, UX writing, SEO, Content Creation, Copywriting
About:
Frontiers Media is the world’s 3rd most cited scientific publisher. With over 2.5 billion views and downloads, they aim to revolutionise academic research - empowering authors to build a better world through open science.
Frontiers needed:
An overhaul of the current email marketing strategy
Moving from a plain-text format to a visual template
Email templates that ensure recipients feel confident and motivated to accept our invitations
Work included:
Prototyping and testing information architecture and hierarchies with target audiences.
Working alongside UX researchers, developers, and QA teams to create testable formats.
Testing different tones and voices with researchers to hone the best approach for final use.
Outcomes:
Improved open rates (top rate rise of 16% in 2023).
Click-through rate rise (32%).
Increase in conversion rates of new customers (7%).
Frontiers Media is the world’s 3rd most cited scientific publisher. With over 2.5 billion views and downloads, they aim to revolutionise academic research - empowering authors to build a better world through open science.
Frontiers needed:
An overhaul of the current email marketing strategy
Moving from a plain-text format to a visual template
Email templates that ensure recipients feel confident and motivated to accept our invitations
Work included:
Prototyping and testing information architecture and hierarchies with target audiences.
Working alongside UX researchers, developers, and QA teams to create testable formats.
Testing different tones and voices with researchers to hone the best approach for final use.
Outcomes:
Improved open rates (top rate rise of 16% in 2023).
Click-through rate rise (32%).
Increase in conversion rates of new customers (7%).
June, 2023
Throwing Shade(s)
Company: Island Optics
Industry: Sunglasses / eCommerce
Location: USA
Type: B2C
Platform: Google Drive, Shopify, SEM Rush
Project skills:
Strategy, Branding, Marketing Campaigns, SEO, Content Creation, Copywriting, Website Copy
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Industry: Sunglasses / eCommerce
Location: USA
Type: B2C
Platform: Google Drive, Shopify, SEM Rush
Project skills:
Strategy, Branding, Marketing Campaigns, SEO, Content Creation, Copywriting, Website Copy
About:
Straight outta Florida, Island Optics are the newest venture from a 5th gen sunglass-maker. They make shades for the outdoor sporting crowd. If you’ve seen King Fishers, Monster Carp or Wicked Tuna, you’ve probably seen a pair of these shades wrapped around the presenters’ face.
Island Optics needed:
Branding, TOV and messaging framework
Full works website copywriting
Product descriptions
SEO-ready blog articles
Comprehensive FAQ pages
Work included:
Understanding the customer base
Shooting the breeze with weekend-fishermen, a whirl of lycra-clad cyclists and one taciturn golfer (hey dad).
Aligning tone and voice with company values
Pitching new concepts and copy
Outcomes:
In it’s first year, the website has seen a month-on-month 30% uptick in traffic.
Instagram follower count has grown from zero to 20.6k since launch in July 2023 😎
Straight outta Florida, Island Optics are the newest venture from a 5th gen sunglass-maker. They make shades for the outdoor sporting crowd. If you’ve seen King Fishers, Monster Carp or Wicked Tuna, you’ve probably seen a pair of these shades wrapped around the presenters’ face.
Island Optics needed:
Branding, TOV and messaging framework
Full works website copywriting
Product descriptions
SEO-ready blog articles
Comprehensive FAQ pages
Work included:
Understanding the customer base
Shooting the breeze with weekend-fishermen, a whirl of lycra-clad cyclists and one taciturn golfer (hey dad).
Aligning tone and voice with company values
Pitching new concepts and copy
Outcomes:
In it’s first year, the website has seen a month-on-month 30% uptick in traffic.
Instagram follower count has grown from zero to 20.6k since launch in July 2023 😎
June, 2022
The Hybrid Work Lowdown
Company: Oktra
Industry: Architecture, Design, Construction
Location: UK
Type: B2B
Platform: Wordpress
Project skills: Researching, Style Guiding
Voice, Register & Tone, Wireframing,
Document Creation, Copywriting, SEO
Industry: Architecture, Design, Construction
Location: UK
Type: B2B
Platform: Wordpress
Project skills: Researching, Style Guiding
Voice, Register & Tone, Wireframing,
Document Creation, Copywriting, SEO
About:
Oktra is a workplace design firm on a singular mission: to create workplaces that inspire people to do amazing things. Following the pandemic, they wanted a guide that enabled company owners to navigate the new reality of hybrid, flexible and remote working.Client needed:
A How-To / What-Is guide to the conceptInstructive and educational copy, without the fluff
A narrative voice that spoke with friendly authority
Work included:
Developing a structured brief with the Oktra teamResearching terminology and finding the simplest way of articulating the concepts
Addressing different keywords for SEO relevancy
Working with graphics to create weave copy with captivating imagery
Outcomes:
All copy delivered on timeDelighted with results
Now working on 12 new articles
Sample:
Available Here
Images
March, 2022
The ABCs of CBD
Company: V&YOU
Industry: eCommerce, Health
Type: B2B
Platform: Wordpress
Location: UK
Project skills: Researching, Audience stategy, Workshopping, Copywriting, Content Strategy
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Industry: eCommerce, Health
Type: B2B
Platform: Wordpress
Location: UK
Project skills: Researching, Audience stategy, Workshopping, Copywriting, Content Strategy
About:
V&YOU are a future-thinking CBD and Nicotine Pouch start-up. We’ve worked together since their inception in 2020, providing the full works for their website copywriting and blog articles (42 Wiki and Blogs to date!).Client needed:
Facebook and Google ad landing pagesFull works website copywriting (About > Product Pages)
Easy to read, informative and SEO-ready Wiki articles
Entertaining and inspirational Blog articles
Work included:
Researching markets and formulating uniqueangle within CBD and nicotine pouch industry
Developing a range of personas to articulate tone of voice
Monitoring blog articles and optimising content
Outcomes:
2 years of weekly work including updates, new articles and annual marketing strategyMarch, 2022
Digital therapy.
Company: Embrace & Connect
Industry: Health, Therapy
Type: B2C
Platform: Squarespace
Location: UK
Project skills: Researching, Frameworking, Style Guiding, Website Creation, Copywriting, CSS and HTML, SEO
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Industry: Health, Therapy
Type: B2C
Platform: Squarespace
Location: UK
Project skills: Researching, Frameworking, Style Guiding, Website Creation, Copywriting, CSS and HTML, SEO
About:
Embrace & Connect is the Psych-K coaching brand from Victoria Cairns. What in the darn-hell is Psych-K you ask? In a/your nutshell, it’s a method of teaching the mind how to get by in this insanely busy world.Client needed:
Full works digital marketing strategyWebsite design and copywriting
Style and image guiding
Work included:
A daily session of Psych-K to understand the processes involved (highly recommended - my noggin has never felt more sloggin).Developing audience personas and building marketing strategy.
Website design, wireframing and visualisations
Use of my limited CSS and HTML skills
Outcomes:
All copy delivered on timeDelighted with results
Jack’s brain firing on all cylinder
Jack Andrew Lenton, 2025