Woodland Trust partners with Cubic on internal brand campaign to align staff around mission

Summary

The Woodland Trust, a major UK conservation charity, took an unusual approach by asking design studio Cubic to create an internal brand campaign focused on its own staff rather than the public. The project, called "Us," aims to clarify internal misunderstandings about the charity's brand and inspire staff to take collective ownership of its mission. This inside-out approach flips the typical brand strategy model by prioritizing internal alignment before external messaging.