Friends of the Earth had a strong heritage and a clear sense of purpose, but its messaging reflected internal conviction more than audience insight. There was little understanding of who they were trying to reach, what motivated those people, or how Friends of the Earth should position itself in a crowded campaigning landscape where Greenpeace, Extinction Rebellion and dozens of smaller organisations were competing for the same attention and the same donors.

I worked with the team over three months on brand strategy and design direction. The first step was grounding the engagement in evidence: competitor analysis to understand where Friends of the Earth sat in relation to other environmental organisations and audience research to find out what actually resonated with the people they needed to reach. Stakeholder sessions built internal alignment around findings that challenged some long-held assumptions about the brand’s strengths.