Client / sector
Tudor Trust / Philanthropy
Services
Brand discovery research · Perception research · Research design · Stakeholder interviews
Project goal
Define the strategic foundations for a new brand identity that could express Tudor’s transformed mission while preserving the parts of its legacy that still mattered.
Outcome
A research-led foundation for Tudor’s brand strategy, informing a new visual identity and website that more clearly expressed who the organization had become.
/challenge
Tudor Trust is one of the UK’s largest independent funders. They went through a fundamental transformation in 2025: from a broad social justice funder to an organization focused on advancing racial justice by resourcing power within communities. Their brand needed to reflect this transformation.
How do you create a new identity for a legacy institution that has fundamentally changed?
This wasn’t simply a question of refreshing Tudor’s visual identity.
The new brand and website needed to express a significant shift in their mission, philosophy and way of funding, remaining rooted in the history and character of the organization at the same time.
The challenge was to understand how Tudor’s evolving identity could be expressed in a way that felt credible to its team, partners and communities.
/the process
I developed the research approach and discussion guides that shaped the discovery process, defining what needed to be explored and how.
Collaborating with Tudor's London team and partners, I co-conducted strategic interviews utilizing tailored discussion guides. We explored Tudor’s history, the beliefs shaping its new direction and the qualities that define the organization today.
Through in-depth conversations across the organization and with their partners, we surfaced the shared ideas at the heart of Tudor’s identity, alongside areas where perspectives, language and expectations diverged.
/the result
From organizational change to brand direction.
Bringing internal and external perspectives together, helped identify the core of Tudor’s brand, clarify what should be carried forward from its legacy and define what the new identity needed to communicate.
The insights informed the brand strategy developed by Selicia Richards-Turney and brought to life by ChillCreate agency through a new visual identity and website.
The new identity gives Tudor a clearer expression of the organization it has become, connecting its transformed mission and funding philosophy with how it presents itself to partners and communities.
Credits
Research design · Dr. Naira Tributsch
Interviews · Dr. Naira Tributsch & Selicia Richards-Turney
Brand strategy · Selicia Richards-Turney
Brand identity · ChillCreate
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