About Cherryleaf – our story

map oCherryleaf is a technical writing services company formed in 2002 by four people with a passion for technical communication and learning development.

Today, Cherryleaf provides a range of technical writing services that help your customers and staff find the clear guidance they’re looking for.


Recognition from our peers

Cherryleaf is recognised as a leader in our profession.

Our staff have written articles for the Society for Technical Communication's (STC) Intercom magazine, the Institute of Scientific and Technical Communicator's Communicator journal and tekom's TCWorld magazine.

We've also written books on technical communication.

We've presented webinars for Adobe, Madcap Software or the STC, and we've spoken at various conferences around the world.

We also have close links to the key software vendors. For example:

  • Adobe commissioned Cherryleaf to write a series of whitepapers on trends in technical communication.
  • Madcap Software invited us to speak at a number of their MadWorld conferences in San Diego.
  • Atlassian asked us to participate in one of the documentation sprints for its Confluence wiki software.

We've trained many technical communicators, too.

ISTC Business Affiliate logo


Our vision and values

Our vision and values are:

  • Content is there for a purpose. It’s about creating the right information for your audience.
  • User Assistance is changing. It’s time to rethink technical communication as being about dull manuals no-one ever reads.
  • Take a vendor-neutral view. This means we can offer the best solution for your situation.
  • Offer a range of services. This means we can still help even when organisations want to do a lot of it themselves.

About our clients

The people and organisations we work with include:

  • Software, medical equipment, IT and other technology companies that are developing new products. They need technical, user, compliance or training documentation.
  • Managers responsible for policies, procedures, and other compliance documents. They need clear and simple instructions and advice that works.
  • HR Professionals who need to recruit a technical communicator. The job titles can be Technical Author, Technical Writer, and Documentation Manager.
  • Professional technical communicators. They want to improve their skills, or they need a fellow technical communicator to help them out when needed.

  client logos

What’s in a name?

Cherryleaf logo




Sadly, there’s no exciting back story as to how we came up with Cherryleaf’s name. We do, however, share our name with a former ship of the Royal Fleet Auxiliary, an Indian restaurant in Essex, and a small coffee and cake shop in Norwich.

The logo is the silhouette of a cherry on a stylised leaf. It was created for us by Dominic Negus Design Consultants.

Working with EU27 countries

We aim to minimise the impact to customers as a result of UK’s decision to leave to the EU. We have plans in place to establish a sister company in an EU27 country.

Our owners

Cherryleaf’s owners are actively involved in the business.

Photo of Ellis

Ellis Pratt

Ellis is a Consulting Technical Communicator and Director at Cherryleaf. He has been working in the field of documentation since the early 1990s.

He has a BA in Business Studies, and he is a Member of the Institute of Scientific and Technical Communicators, an Associate of the Institution of Engineering and Technology, and an Affiliate of the Institution of Mechanical Engineers.

Since September 2014, Ellis has been on the Management Council for the Institute of Scientific and Technical Communicators.

Ellis was ranked the most the influential blogger on technical communication in Europe. He is an accomplished speaker on emerging trends in technical communication topics and the business benefits of technical writing.

See a fuller (speaker) profile of Ellis Pratt

You can read Ellis’ LinkedIn profile and testimonials. Google+

Ginny Critcher

Ginny Critcher

Ginny has a background as a skilled trainer and information designer, and is responsible for the development of Cherryleaf’s training courses. She has over twenty years experience in teaching and training throughout the world. Ginny also has extensive project management skills and has considerable experience using the main technical authoring tools.

Ginny is fluent in Spanish, has an MSc (in Information Systems), a BA (in Spanish Studies) and an RSA TEFL (teaching English as a foreign language) certificate.

She is Cherryleaf’s representative to the Institute of Scientific and Technical Communicators (ISTC).

Carol Johnston MA (Cantab)

Sadly, Carol Johnston, one of Cherryleaf’s original founders, passed away on 22 January 2012. Please see the eulogy on our blog.

International business partners

Tony Self PhD

Tony Self is our business partner for Australia. Tony completed his PhD in semantic mark-up languages in 2011, and his book The DITA Style Guide was published in the same year. He also holds a Graduate Certificate in Teaching and Learning and a Graduate Diploma in Technical Communication, and is a Fellow of the Institute of Scientific and Technical Communicators. Tony is a member of the OASIS DITA Technical Committee (and chair of the DITA Help Subcommittee), and he is an adjunct teaching fellow at Swinburne University. In 2011, Tony was the honoured with the ISTC Horace Hockley Award for his contribution the technical publications industry.

Carrie J Walker

Carrie J. Walker is our business partner for France and Germany. Carrie carried PhD research in Linguistics at the University of Washington. She has also carried out research in Language Acquisition, under a Fulbright Scholarship, at the University of Vienna. She has been a Technical Editor at Microsoft and Alcatel, as well as a Technical Author at Boeing and R.R. Donnelly. Carrie was also President of the Transalpine Chapter of the Society for Technical Communication.


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VAT Number 803 2288 54

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