Integrated brand, comms, marketing and fundraising

Giving Nature a Home – Leading a Transformational Rebrand at the RSPB
At the RSPB, I had the privilege of leading one of the most ambitious and wide-reaching brand transformations in the organisation’s history: Giving Nature a Home. I reported directly to the CEO and held full strategic responsibility for the development and delivery of this initiative — which was not only a rebrand, but a fully integrated communications, marketing and fundraising programme. My role spanned every stage of the journey: from shaping the insight-driven strategy to overseeing the creative execution, and from aligning internal teams to managing high-profile agency partnerships.

The brand was born out of a pressing challenge. Research and data analysis revealed that the RSPB, while highly respected, was at risk of losing relevance with new and younger audiences. Too many people admired nature but saw the RSPB as “just for bird lovers” — a perception that limited our appeal and growth. At the same time, the ecological context was urgent: 60% of UK species were in decline. We had to act — and we had to bring more people with us. I led the strategic shift to broaden the charity’s focus from birds alone to a wider, more inclusive vision for UK nature. “Giving Nature a Home” became our rallying cry — an invitation for everyone to play a part in protecting the natural world, starting in their own gardens and communities.

To shape and develop the new brand, I commissioned and led a collaborative process with The Good Agency, ensuring the creative strategy remained authentic to our roots while ambitious enough to inspire a new generation of supporters. Working across the organisation, I built consensus among internal stakeholders and translated our strategic vision into practical tools, messages and ways of working. I also appointed Arthur London to deliver three years of high-impact advertising campaigns, which brought the brand to life through powerful storytelling — from endangered hedgehogs in urban gardens to families taking action for pollinators and songbirds.

What made this rebrand distinctive was its integration. I oversaw the alignment of our public-facing campaigns with our fundraising and supporter engagement strategies — ensuring every appeal, message and interaction reinforced the same clear and compelling idea. “Giving Nature a Home” wasn’t just a slogan; it became a unifying concept that helped people understand the difference they could make — and how the RSPB could support them.

This was the RSPB’s biggest-ever campaign, reaching tens of millions of people and engaging new audiences at scale. But more importantly, it reshaped how the public saw us. By leading this rebrand, I helped reposition the RSPB as a modern, inclusive movement for nature — not just birds — and laid the foundation for sustained supporter growth and renewed relevance. It remains one of the projects I’m most proud of: ambitious, evidence-based, and delivered with creativity, collaboration and strategic clarity.