The content you create is not for you.

Content can make or break a relationship with your user. Provoke a purchase or scare them away. Engage or disengage. Educate or misinform. Connect or disconnect. Reassure or offend.

Can you afford to just put your content out there and hope for the best?

Whether you’re creating elearning, a website, print collateral or any other content, the information you provide needs to be concise and to the point. Let’s cut the rambling, disjointed, mixed messages and make it work.

The end-user should be at the core of everything you do.

And that’s where I come in.

I am on a mission to improve the content businesses produce by taking a unique holistic approach to projects right through from brief, to design, to the outcome. This saves time, workflow, resources and budget, but crucially makes the user experience central, which benefits everyone.

Some of my clients

What do I do?

Learning Design

I create learning materials for online, face-to-face, or blended learning. I can also build the modules using industry-standard software such as Articulate Storyline and Rise.

Content Design

I specialise in taking jargon-filled content and turning it into user-friendly information for services, websites, promotional materials, or any other communications.

Graphic Design

I create visuals to accompany the learning and content design such as characters, infographics and resources. 


Helen Axe, The Frontline

Working with Helen has been on of the easiest things I have done over the last 6months. Helen brought a wealth of knowledge, style and enthusiasm to her designs, she helped us go from zero elearning to building a portfolio of engaging and appealing modules which are used by our 450+ students and staff. Helen helped us implement standards, create templates and training materials, nothing seemed to daunt her! With patience of saint and such a friendly approach, the whole experience of working with Helen has been one I couldn't recommend highly enough!

Andrew Wood, Trainer Bubble

Working with Helen was a delight. After setting the parameters of the design project, Helen provided a clear outline of what I could expect, which meant I could be confident enough to leave Helen to progress things with little further input from me. Helen initially carried out the instructional design for a specific course for me and I was extremely pleased with the results. Because the original scope was so clear, there were no surprises upon completion and the content needed no revisions. Following this success, I asked Helen to do the build of the e-learning. Again, the outputs were fantastic with Helen achieving a good grasp of our design style and approach. I would have no hesitation in recommending Helen and her work and look forward to working with her again in the future.

Paul Featherstone

I worked with Helen on a challenging public sector programme where she formed an integral part of the design team which successfully took our product through GDS assessment. Even though Helen had almost lost her voice, she still made a significant contribution - this demonstrates Helen's determined and positive attitude, she won't let her team down. Helen is a highly creative individual and a great person to work with. She's highly collaborative, creative and has a flexible 'can-do' attitude. I'd highly recommend Helen on a personal and professional level.

Paul Featherstone, Product Owner at HMRC

Paulo Montefiore

I had the pleasure of working with Helen at HMRC. She always kept an overall perspective of the user needs and the client requirements, an understanding of their wider implications in the project, was able to design content to meet user needs and make complex language easy to understand. She was also able to communicate clearly to the team who our users were and what their needs were based on evidence. On top of that, she has great interpersonal skills, a fantastic smile and was extremely comfortable with Git, CSS and HTML5. Impressive! I would love to work with Helen again.

Paulo Montefiore, HMRC

Judith Clarkson

We are extremely impressed with Helen’s (Unlikely Genius’s) ability to interpret our product, customer messages and environment into effective communication collateral. Helen is able to combine written and visual skills, to condense information and make the message flow clearly. Helen has also been invaluable in suggesting and creating appropriate visuals that fit within the brand and overall strategy – this is particularly important for our NHS partners and customers, where understanding and reflecting their particular challenges is crucial. Helen always communicates clearly and in a timely fashion, which is very responsive.

Judith Clarkson, ADI

Bryony Sidwell

Helen provided a professional and efficient service, both in instructional design as well in the development of the course itself. Her work was of excellent quality and our end client was really happy with the final product! Helen maintained regular communication throughout the project, and I always found her to be upbeat and solution-oriented.

Bryony Sidwell, Walkgrove

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