Building an impactful narrative
The brief
A surface coatings manufacturer wanted to enhance their sustainability communications with a new narrative framework that reflected their brand values and identity. The aim? To bring their story to life for customers and other key stakeholders, consistently across communications.
The process
Working as part of a multidisciplinary project team, I created a shortlist of theme ideas before rerfining the chosen direction into a comprehensive sustainability narrative.
Building on the core concept, I created pillar names for each of their strategic areas, as well as boilerplate language that brought colour and context to the concept. Through a series of review stages and workshopping check-ins, I refined the language to make sure it accurately and effectively told the company’s story.
The outcome
The result was a sustainabilty brand identity that was ownable and connected to the company’s purpose and business activities. To support consistent implementation, I adapted the brand messaging to a series of supporting materials, including a toolkit that helped internal teams communicate their strategy with clarity and confidence.
My contribution
Narrative development
Messaging frameworks
Internal communications support