British Gymnastics, the UK governing body, wanted more young people to give the sport a try.

We developed a website that introduced the many different forms of gymnastics, helping people find the style that spoke to them. Rather than describing the activities from the perspective of a bystander, we threw the reader into the middle of the action. Using vivid copy to paint a picture of how it feels to be a gymnast.

My role in this project: copywriter.