Recent and Current Projects:
This selection of recent and current projects is intended to illustrate the scope and nature of projects:
London’s Air Ambulance Charity
15-year Strategy
London’s Air Ambulance is a partnership between London’s Air Ambulance Charity, Barts Health NHS Trust and the London Ambulance Service NHS Trust. The tripartite supports and enables an emergency service for the people of London who are most in need of highly skilled, specialist clinical care within the shortest time possible, at the scene of the incident.
Working with the CEO and Leadership Team, and in collaboration with the tripartite partners, the challenge of this project was to develop a 15-year strategy for the Charity to take it to it’s 50th Anniversary. This challenging far horizon created the opportunity to rethink the future of the organisation in a more radical and innovative way.
The new strategy refocuses the organisation on a muscular ambition centred around ‘Hope’ which will guide its activities over the strategy period.
Following the Strategy Project, a further exercise was commissioned to consider the successful £15m Appeal to purchase two new helicopters – to examine the anatomy of the appeal and match expected sources of revenue against reality and provide insight and guidance on how to approach effective capital appeal fundraising in future.
Pinc Education Group
Strategy, Branding and Implementation
Pinc College offer unique opportunities for neurodivergent young people 16-24 years old to study in 16 campuses in museums, galleries and heritage locations and supports them to pathways to careers in the creative and cultural sector.
Working with the CEO, this project started with foundation strategy project – building from the ground up and including development of an ambitious long-term vision.
Building on the strategy, a brief to re-brand and develop and a communications strategy along with the expansion of the Pinc offer to new sector.
Pinc College has now opened its first Woodlands campus in partnership with Staffordshire Wildlife Trust, replicating the Pinc education concept in environmental conservation, horticulture and sustainability.
Pinc continues to be an enjoyable challenge and our work together now includes an ongoing advisory role.
10,000 Interns Foundation
Strategy and CEO Advisory Role
10,000 Black Interns is the charity that the charity that champions underrepresented Black talent by providing access to internships and future careers.
Working with the inspirational CEO, the focus of the project was to create a strategy to pull together the learnings of the first few years of the charity and create a clear path to the future – with focus and clarity.
In September 2025 the 10,000th intern will be placed – achieving the initial ambitions of the charity – and setting the stage for the next chapter in its transformational work.
The Oli Leigh Trust
Strategy, Branding and Advisory Role
The Oli Leigh Trust, an independent Suicide Prevention Charity, was set up by Michelle Leigh after the loss of her son Oli who took his life at the age of 17 in 2018, with a clear mission to prevent unnecessary suicides by raising awareness and providing support for young people, their families, friends and communities.
This project started with the development of a clear strategic framework and identified the need for partnerships to deliver maximum impact.
The partnership with The Inspirational Learning Group has been a meeting of minds and in 2024/25 they delivered The Oli Leigh Mental Health Challenge as part of the National Schools Career Challenge reaching thousands of students with potentially life-saving messages around mental health and suicide prevention.
The Mulberry Bush Organisation
Pro-bono Advisory Role, Strategic review and Re-brand
The Mulberry Bush, the charity that exists to serve people whose lives are profoundly impacted by emotional pain in order that they can thrive in their lives.
The relationship with the organisation goes back almost 10 years, in a pro bono advisory role, but now in 2025 a strategic review and re-branding project is in progress to provide a reset in line with strategic ambitions and re-present the organisation in a fit-for-the future manner.
Twins Trust
Rebrand and Strategy Expression
Twins Trust is the charity that informs and empowers families, raises awareness and understanding amongst healthcare professional, the research community and other influencers in order to ensure improving outcomes and policies to benefit families.
This project started with a rebranding exercise – to be launched later in 2025 – and progressed to a broader discussion of strategy and a brief for an external expression of future strategy.
Past Projects
British Screen Advisory Council
Strategy & Rebrand
BSAC represents the UK Screen Industries on matters of policy and works across all interests to share insight and connect key influencers. Working with the Chair, CEO and Board this project included a deep dive into the role and purpose of the organisation and resulted in a re-naming and re-positioning to drive future relevance and growth – including new brand name and identity and brand descriptor to bring clarity to the activities of the organisation.
Glasswall Solutions
Strategy and Re-brand
Glasswall have developed a game-changing concept and core technology in cyber-security software and are working with security agencies and commercial clients in the UK and USA to protect organisations from the threat of file-borne malware. Working with the CEO and Board, this project includes a re-positioning of the brand from Strategic Brand Framework through to development and implementation of new visual branding and marketing strategy.
Medefer
Coaching and Facilitation
Medefer is a MedTech start up which delivers a unique virtual hospital service to the NHJS – where patients receive specialist care faster than traditional outpatient clinics. Working with the CEO and ET this project is focused on developing a shared vision for the leadership team and definition and embedding of culture and values across the business.
CVS Vets UK
Quantitative Research
CVS Group plc is the largest integrated veterinary services provider in the UK . In considering their future strategy a major qualitative survey was required to explore customer attitudes and propensity to change vetinarary practices
Murray Edwards College Cambridge
Advisory and Mentoring
Murray Edwards College (Formerly New Hall) Cambridge is one of the remaining colleges for women. The current President, Dame Barbara Stocking, is committed to providing the best possible environment for women to learn and live within the Cambridge Community and the skills to equip them for their future careers. Working in an advisory role with the President to support and assist the internal team on strategic issues around proposition and marketing and communications issues. Mentor to recent graduates on career development and issues of women in the workplace
The Giving Department
Quantitative & Qualitative Research & Strategy
The Giving Department helps businesses, philanthropists and funders make a substantial impact on charities and communities.
This project for a major UK charity deployed both qualitative and qualitative research techniques to establish levels of awareness and explore attitudes to giving to a diverse range of charities. The objective being to provide insight and guidance on the future vision and strategy for the organisation.
National Fallen Stock Company
Board Advisory Project
NFSCo is a former DEFRA quango set up post-BSE to administer government grants for the safe disposal of fallen stock. Almost inadvertently it evolved into a commercial business and was re-launched as a CIC. Until this project no work had been done on proposition, culture and board structure. Working with the Chair and Board, this project explored all aspects of the strategic framework, including culture, objectives, proposition, customers, audiences and messages as well as the structure and definition of the role of the Board into the future.
British Exploring Society
Strategy & Rebrand
This charity equips young people from diverse backgrounds who are facing their own challenges with resilience, skills and motivation for work and life through extraordinary expeditions to remote and challenging places. The aim of the organisation is to nurture a community of individuals who understand their own capacity to make change to their own lives and a positive contribution to their communities and Society. The work included a major repositioning – Brand Strategy, Visual Identity and Communications Strategy – and a continuing advisory role with the CEO and Trustees.
A key element of the identity was the creation of a brand descriptor to encapsulate the brand proposition
Dexters Estate Agents
Strategy & Re-brand
Dexters were founded in South-west London and over 20 years have grown to become the 2nd largest Estate Agent in London. The acquisition of multiple independent businesses lead to a proliferation of brands. Working with the CEO, this project started from first principles to establish and create a strategic framework for a single brand, including competitive proposition, and the briefing, development and implementation of a new brand identity across the business and 70 offices in London. Continuing advisory work to CEO and Marketing Team.
Culture Watch
Research Project
As organisations increasingly acknowledge the importance of people from diverse cultural backgrounds as consumers of brands and marketing messages, they need to understand more about the impact that cultural background has on attitudes and behaviour.
Culture Watch seeks to address the current fragmentation of intelligence on cultural diversity by taking a more strategic and marketing-focused look at the UK landscape.
Culture Watch provides insights to the impact of cultural background on consumer behaviour and attitudes to brands, which impact on marketing strategy and planning.
EBRD
Specialist Advisor & Star Venture Mentor
EBRD helps small and medium-sized businesses access the business advice they need to grow, succeed, then grow again, becoming genuine catalysts for their local economies and region. The Star Venture programme selects a small number of high growth potential startups and connects them to mentors who can help them to develop their skills and business. Recent project experience in Ukraine working on brand development in the toiletries market.
Kate Wilson 