Worker Support Centre
Building a clear, human voice for a new organisation tackling worker exploitation at its roots.
The challenge faced
The Worker Support Centre is a Scotland-based charity working to prevent exploitation of migrant workers through direct support, advocacy, and policy change. Founded in 2022 and becoming a standalone charity in 2024, the organisation operates at the intersection of frontline support and systemic reform. As a newly independent organisation, they needed to establish a clear identity and credible public presence from the ground up.
The challenge was twofold. Firstly, they needed to communicate complex and often sensitive issues – workers’ rights, exploitation, immigration policy – in a way that was accessible and understandable to the people most affected. Secondly, the organisation needed to be positioned as a serious, evidence-led voice capable of influencing funders, policymakers and partners.
The organisation also serves multiple audiences with very different needs: migrant workers requiring clear, practical support, and institutional stakeholders engaged in policy and research. The brand and website needed to bridge that gap without losing clarity or purpose.
Working with John and Nat over at Let's Dance Agency on this rebrand and website project, my responsiblities covered brand strategy, tone of voice, content structure and website copy.
How I helped
• As part of the Let's Dance team, I supported a brand discovery process to define values rooted in fairness, empowerment and prevention.
• Developed a tone of voice guide that balanced authority with humanity – clear, direct and accessible.
• Structured website content to serve multiple audiences, ensuring workers could quickly find practical help while stakeholders could engage with research and policy work.
• Simplified complex information around employment rights, safety and support into plain language content.
• Ensured accessibility across languages, writing content that could be easily translated into 28 languages to reach migrant workers directly.
• Helped the organisation articulate a clear, confident message about who they are, what they do, and why it matters.
The impact made
I supported Let's Dance to establish a clear and credible brand identity for a new organisation entering a complex and sensitive space, enabling the WSC team to communicate their role in prevention by providing direct support as well as wider systemic change.
Let's Dance delivered a website that reflects the organisation’s values and amplifies the voices of the workers it exists to support, offering both frontline engagement with the workers themselves alongside strategic communication with policymakers and funders. Choosing to structure important help content by sector, the team future-proofed the website to ensure their move from supporting farm workers to care workers and beyond was hassle-free.
What they said
Thank you so much. Liam really helped us make sense of our content and take it to the next level. We now have a fantastic blueprint in place to continue making similar messaging using your tone of voice as a guide, and continue helping migrant workers well into the future.