About Cherryleaf – our story

Who we are

Cherryleaf is a technical writing services company. It was formed in 2002 by four people with a passion for technical communication and learning development. We’re located in Greater London’s “Silicon upon Thames” and in Brighton. Our clients are based mostly around Europe. If you are based elsewhere, we still may be able to help.

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Technical … writing … what?

Shows the intersection between technical skills and communication skills.

We bridge the gap between what users want to do, and the things users cannot figure out for themselves. We have technical knowledge and communication skills. We apply these, in most cases, by writing words.

Technical writing only tells part of the story, as it doesn’t cover the visual aspect of information design.  You could think of our work as “content design” and “content development’. “User Assistance” is another term that’s used. The Institute of Scientific and Technical Communication uses the phrase “technical communication”, and IBM uses “Information Development’. These are more encompassing, but they can be harder for people sitting outside of the profession to understand.


What we produce for you

Venn diagram showing how Cherryleaf can help end users

These days, it can misleading to think only in terms of paper manuals, online Help, or even a document itself. What we produce could appear as sentence on a dialog screen, a pop-up definition on a web page, a callout in an onboarding screen, as a subtitle to a video walkthrough, and so on.

We assist users. We help them when they get stuck. Ideally, we help them avoid getting stuck in the first place.


Contributors to books

Cherryleaf’s staff are contributors to the following books:

The Language of Technical Communication book cover

The Language of Technical Communication. 2016. XML Press.

book cover

Current Practices and Trends in Technical Communication. 2017. ISTC Books.


Informal meetings in central London

members room
If you're planning to be in central London for a Meetup, or for another reason, we can invite you to the exclusive Members' Room of the British Museum for an informal meeting beforehand.

You can also arrange to meet us in the Engineering Hub at the Institution of Electronics and Technology, which is next to Waterloo Bridge. This also has rooms for larger and more formal meetings.

For example, if you're a software company looking for advice on creating Help content, we'd be happy to suggest how to avoid some of the common pitfalls.


Our vision and values

Our vision and values are:

  • Content is there for a purpose. You need the right information for your audience.
  • User Assistance is changing. It’s not about dull manuals no-one reads.
  • Take a vendor-neutral view. We want to recommend the best solution for your needs.
  • Offer a range of services.  We can still help even when you want to do a lot of it yourself.

About our clients

The people and organisations we work with include:
Software, medical equipment, IT and other technology companies.
They need technical, user, compliance or training documentation for their products and services.

Managers responsible for compliance.
They need clear and policies, procedures and other compliance information written for their staff.

HR professionals.
Who need to recruit a technical communicator or a similar role. 
Professional technical communicators. 
They want training to become a better technical communicator.

 People starting their careers as a technical communicator. 
They want to improve their skills.

 Developers wanting to improve their writing skills.

client logos  

Documentation examples

See: Cherryleaf – Examples


What’s in a name?

Cherryleaf logo

There’s no exciting story how we came up with Cherryleaf’s name. We share our name with a former naval ship, an Indian restaurant in Essex, and a small coffee shop in Norwich.

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


Working with EU27 countries

We have plans in place to set up a sister company in an EU27 country. This means we will still be able to work for organisations in countries that are in the European Union.

Our owners

Ellis Pratt

Ellis is a Consulting Technical Communicator and Director at Cherryleaf. He has been working in technical communication since the early 1990s. He has a degree in Business Studies. He is also:

  • Member of the Institute of Scientific and Technical Communicators
  • Associate of the Institution of Engineering and Technology
  • An ISTC Management Council member

In 2017, he was listed as one of the top 25 Content Experience influencers in the world. He is a regular conference speaker on technical communication topics.

See also:

Ginny Critcher

Ginny has a background as a skilled trainer and information designer.  She has over twenty years experience in teaching and training throughout the world. Ginny has extensive project management skills. She also has considerable experience using the main technical authoring tools.

Ginny is fluent in Spanish.

She has:

  • An MSc (in Information Systems)
  • A BA (in Spanish Studies)
  • A RSA TEFL (teaching English as a foreign language) certificate

Ginny manages the development of Cherryleaf’s training courses.
See also:


The Carol Johnston Memorial Award

Carol Johnston MA (Cantab), who was one of Cherryleaf’s original founders, died on 22 January 2012. Please see the eulogy on our blog.
The Carol Johnston Memorial Award is the chance for two young European Technical Authors (or erstwhile Technical Authors) under the age of 30 and living in Europe to access all Cherryleaf’s online courses free for 12 months. For more information: The Carol Johnston Memorial Award.


Registered in England 4575705

VAT Number 803 2288 54



Contact us

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Want to discuss your situation, and explore how Cherryleaf can help you? You can tell us about your project, issues and goals. We’re here to help.