Caribou: A Narrative Rebrand for a Global Impact Partner
Caribou needed to move from being seen as a technical consultancy to a mission-driven global partner. The existing identity wasn't reflecting the ambition or the scale of what the organisation was doing and without the right narrative, it was harder to attract the partners, funders and communities that mattered most. Woodrow led a strategic rebrand and repositioning to strengthen Caribou's influence, protect its reputation and position the Foundation as a trusted convener in its field.
Impact
The narrative was translated into a redesigned website structure and content framework to drive clarity and growth, reframing Caribou from a technical consultancy to a mission-driven global partner with a clear story to tell.
Approach
We led a collaborative process of senior stakeholder interviews and workshops to align leadership and pressure-test ambition. From this, we developed mission, vision, positioning, values, service architecture and audience-specific messaging. We built a flexible narrative system that balanced rigour, impact and commercial ambition across channels: one that could work for grassroots audiences and high-level institutional partners alike, without sacrificing coherence.
