I often work with organisations that are at a point of transition; exploring questions of ‘Who are we for? What do we contribute to the world? Why do we exist?’

Cranlana engaged Tank to build a brand strategy that directly reflected its community. In a time where leadership and ethics are closely dissected and interrogated, Cranlana seeks to build the capacity and ethical decision making skills of Australia’s leaders.

As part of their brand strategy process, I was part of the team that led stakeholder interviews, workshop facilitation and literature reviews. Working directly with the CEO, Executive and management teams, my contribution consisted of writing the brand strategy, brand narrative, tone of voice and brand personas.