The agency was founded by Liz Workman, a brand strategist and creative director with over a decade of experience leading brand transformation for major cultural institutions and premium brands.

Liz has led brand strategy and creative teams at the National Theatre, developed transformative brand work for Art Fund (shifting their audience from 55+ to 25-34 while delivering 44% membership growth), navigated complex international stakeholder environments for IKEA Foundation, and brought strategic rigor to ultra-luxury hospitality with Dorchester Collection.

Her career spans both agency leadership and embedded roles within major institutions, giving her unique perspective on brand challenges from both external strategic view and internal operational reality.

Before founding Liz Workman Collective, Liz spent 19 years at Art Fund where she led brand evolution following major rebrand, developed campaigns that generated millions in fundraising (including the UK's largest arts crowdfunding at £3.5m), and successfully repositioned the organisation for younger audiences while maintaining existing member loyalty.

 

How We Work

We believe the strongest brand work emerges from collaboration, not hierarchy.

For each challenge, we assemble the right team: strategists, designers, writers, digital specialists, researchers, whatever the project demands. This flexible model means clients get precisely the expertise they need, working together in an integrated way.

We start with insight. Every brand strategy is grounded in audience research, market analysis, and organisational understanding. We don't impose solutions - we develop them in partnership, informed by evidence.

We think in systems. Brand isn't just visual identity or marketing, it's the organising principle for everything a company does. Our strategies inform programming, membership propositions, commercial partnerships, digital experiences, and organisational culture.

And we measure what matters. We establish clear KPIs at the outset and track progress rigorously, ensuring strategic recommendations translate into measurable outcomes.

Our Expertise

For Cultural Institutions & Mission-Driven Organisations:

  • Brand strategy & positioning

  • Audience development & growth

  • Membership strategy & optimisation

  • Campaign development (fundraising, awareness, acquisition)

  • Organizational change & transformation

  • Stakeholder engagement & alignment

  • Digital strategy & innovation

For Premium & Commercial Brands:

  • Brand architecture & positioning

  • Experience strategy & design

  • Creative direction & identity

  • Marketing strategy & campaigns

  • Team leadership & capability building

What Connects Our Work

Whether working with museums or luxury hotels, charities or commercial brands, we're drawn to organisations navigating the tension between excellence and growth, purpose and performance, integrity and innovation.

We bring commercial sophistication from luxury brand work to mission-driven organisations that need sustainable growth. And we bring strategic depth and purpose-clarity from cultural work to commercial brands seeking meaningful differentiation.

This dual expertise is our advantage - and our passion.

Let's Work Together

We take on a limited number of projects each year to ensure we can give each one the attention and rigor it deserves.

If you're considering a brand strategy project, we'd love to discuss your challenge.

We’re based in London but work internationally

Contact: liz@lizworkman.co.uk