At Her Majesty Queen Elizabeth II's 92nd birthday celebrations at the Royal Albert Hall, The Duke of Sussex presented Queen Elizabeth with a unique gift – a grant-making trust created to honour her enduring dedication to serving the Commonwealth. The Queen’s Commonwealth Trust began as a vision a year before this. 

 

First, we worked with the founders to create the brand framework, identity and logo. I led the work that defined their strapline, mission statement and manifesto.

 

There were a number of stakeholders involved – all with their own idea of what the brand stood for. The challenge was in synthesising this into a single, unifying, powerful statement that the whole team were onboard with. And that Her Majesty Queen Elizabeth II would also have to approve.

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As the new brand took shape, the next task was to define their tone of voice. For this I looked at the characteristics of the people they would support, champion and elevate. I drew upon the traits they all shared, to craft a tone that amplified the trust’s humble approach, and Queen Elizabeth’s unwavering optimism.

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I was also responsible for writing their website and a number of their launch communications. We then created guidelines, a social playbook, content strategy, and I ran a number of induction sessions to give those behind the Queen’s Commonwealth Trust the tools they need to bring the new brand to life moving forwards.