Helping creative change makers thrive.

Welcome to my dedicated arts & culture site.

If you’re looking for my broader charity and non-profit consultancy, it’s here.

Services


Managing your strategy development process – or providing support where you need it most. Helping you define what success looks like, what needs to change, and how to make it happen.

– Strategy development & articulation
– Stakeholder consultation
– Theory of Change
– Qualitative & quantitative research
– Workshop facilitation & away days
– Programme management

Strategy


Creating, enhancing or reinvigorating your brand – providing the foundations for success. Helping you clarify what you stand for, what makes you special, and why people should care.

– Brand strategy & development
– Value proposition
– Mission, vision & values articulation
– Visual & verbal identity

Brand


Bringing your strategy and brand to life through engagement of all kinds – online, offline and in-person. Helping you work out what matters most to your audiences, how to change minds and behaviours, how to inspire people and nurture loyalty.

– Comms & engagement strategies
– Case for Support & donor engagement
– Audience & stakeholder insight
– Customer journey mapping
– Copywriting and content creation
– Design management and publishing

Communications

About

My work is grounded in two decades working with charities, NGOs, membership bodies, and government agencies, in sectors spanning poverty prevention, human rights, education, health, environment, community, and the arts. My experience includes senior roles in-house – most recently as Director of Public Engagement at the Royal Academy of Arts – as well as in specialist agencies. I feel strongly that knowing what it’s like to be the client in any given scenario makes me a better, more insightful partner.

The specialisms I offer today reflect my deep commitment to enhancing non-profits’ impact and effectiveness. I am especially keen to help organisations identify and harness their distinctive ‘golden thread’ – the logic that runs through mission and vision, through strategy and Theory of Change, and into storytelling and engagement. By connecting these elements, I help leaders ensure that every part of their organisation is aligned and moving in the same direction.

In the boardroom, I am a calm, neutral facilitator. I bring a down-to-earth and friendly approach, combined with the skilled, constructive challenge required to guide projects toward successful outcomes. I am particularly experienced at dealing with complex governance, and I have the authority to inspire confidence among trustees, stakeholders, and staff alike. My goal is always to provide the strategic clarity and actionable plans an organisation needs to thrive.

Previous projects

The Courtauld Gallery

Delivering a world-class visitor experience for one of the UK’s most important art collections

Museo Chileno de Arte Precolombino

Leveraging digital and AI at the world’s leading museum of Pre-Columbian art

The British Academy

Devising a communications & engagement strategy rooted in a ‘theory of change’

NuMu

A vision for a new museum of contemporary art in Santiago, Chile

Council for British Research in the Levant

Communicating the Arts

Royal Academy of Arts

Revitalising a 250-year-old icon

Testimonials

“Will brought a breadth of skills and experience. We remain hugely grateful to him for his considered, careful and invaluable support.”
Deborah Swallow, Professor Emirata, The Courtauld Institute

“Adept at engaging, generating insights and building consensus across leadership, trustees and staff, Will is a go-to person for high-quality, strategic communications.”
Liz Hutchinson, CEO, London Higher

“Will is an expert in brand strategy. He really digs deep into what makes an organisation special to achieve great results... Everyone enjoyed working with him so much.”
Corinne Estrada, Founder, Communicating the Museum

“Will's expertise and his wide-ranging knowledge of international best practice inspired everyone.”
Cecilia Puga, Director, Museo Chileno de Arte Precolombino

“I have immense admiration for the work Will did at the Royal Academy. He had a clear and creative sense of what our long-term strategy should be and how this could be expressed in our brand and communications.”
Sir Charles Saumarez Smith, Former Secretary & Chief Executive, Royal Academy of Arts

“Will played a crucial role in shaping the organisation's strategic plan, mission, and vision, building on its over 100-year history.”
Carol Palmer, Director, Council for British Research in the Levant

Let’s talk

We’d love to hear from you!