When The Prince’s Trust became The King’s Trust, it wasn’t just a name change, it was a global moment. As part of the rebrand team, I worked with James Sommerville OBE to help write that moment into being.

From a new tagline to brand story, we crafted a narrative that honoured the charity’s legacy while opening it up to a new generation of supporters and partners.

The new line, Working For Young People, says exactly what the organisation does and everything it stands for.

And now live across 25+ countries and speaking to over 1.3 million young people, the new identity balances clarity, confidence and quiet authority, just like the Trust itself.