As Senior Brand & Marketing Manager at Heathrow, it became evident that as a large, matrix organisation with 1000s of internal and external stakeholders, Heathrow needed to define, identify and agree it's brand pillars and tone of voice principles in order to unite communications both internally and externally. I worked with branding agency The Team and Heathrow's Research Manager to define these core assets. The process included interviewing dozens of internal and external stakeholders, reviewing brand data, running research panels and workshops and agreeing on the outcome with Senior Leadership.

The results:
A clearly defined brand that led to increased brand consistency, from the briefing stage to the outcome that can be seen across various external and internal brand assets.