Over a 6-month period a 50+ strong brand team from all corners of TfW helped shape and co-create a brand strategy that would literally help drive their direction of travel. When we first proposed their brand vision: ‘Wales’ favourite way to travel’, quite honestly, there are some nervous giggles - most of us have experienced the inconvenient cancellation of the 07.58. But a brand should always take you somewhere. My personal motto, ‘Discomfort is a force for good’ is true of every project. In this instance, they understood that strategy needed to take them somewhere new - and the need to collectively aim at something on the horizon. This is the single most powerful way to generate buy-in and truly get brand to fly in any organisation. Focus on the point you want to reach in the distance. And this was just the beginning. They’ve gone from strength to strength in the subsequent years, but my work with them is ongoing and we’re currently helping develop their brand behaviours and EVP together.