Brand strategy

Up to the Light works with agencies as a brand positioning/strategy partner on client projects.

Recent projects have included:

1st Central

An online brand that since its launch in 2008 has provided car insurance for over 1 million customers.
  • Preparing and facilitating brand workshop
  • Competitive review
  • Brand positioning development and finalisation
  • Strapline development

  • The Gleneagles Hotel

    Working with Sedley Place Design
    A premier hotel with an international reputation.
  • Brand positioning development and finalisation

  • Scope

    UK disability charity for children and adults with cerebral palsy.
  • Preparing and facilitating brand workshop
  • Market research: depth interviews with teachers of disabled children, depth interviews with parents of disabled children, focus groups with disabled children, focus groups with children in mainstream schools, friendship pairs (sibling of disabled child and their best friend)
  • Competitive review of charities involved in school education
  • Development of strategy for how Scope communicates to children in primary schools about disability and equality issues
  • Development of brand positioning and strapline for this initiative

  • Natural England

    Non-Departmental Government Body responsible for protecting England’s natural environment. Natural England was previously three organisations – Countryside Agency, English Nature and the Rural Development Service.
  • Competitive review of organisations involved in the environment
  • Key player interviews with different management tiers
  • A series of brand workshops
  • Depth interviews with farmers and land managers
  • Brand positioning development and finalisation

  • Cadbury Cocoa House

    Working with Sedley Place Design
    An ambitious new venture, Cadbury Cocoa House is a chain of all day brasserie style cafes.
  • Brand positioning development and finalisation
  • Strapline development
  • Copywriting for website

  • Eyelevel

    Global shop fitting and retail technology company, headquartered in Prague.
  • Facilitating brand positioning workshop
  • Depth interviews with clients
  • Brand positioning development and finalisation


  • Carpmaels & Ransford

    A leading international firm of patent and trademark attorneys, based in London.
  • Internal interviews with partners, associates, trainees and support staff
  • External interviews with international clients
  • Brand positioning development and finalisation
  • Development of communications criteria for design team
  • Copywriting for website

  • Aspria Group

    Working with Sedley Place Design
    A British company acquiring prestigious, luxury health clubs in Germany, Belgium and Italy.
  • Key player interviews with different management tiers
  • Development and finalisation of corporate brand positioning
  • Development of brand positionings for individual clubs in Germany and Belgium
  • Development of brand strategy for separate spa offer
  • Facilitation of Brand Champions training programme for staff
  • Focus group research programme with members at every club

  • Jamie Oliver

    The Jamie Oliver celebrity chef brand is going from strength to strength with its emphasis on affordable luxury and healthy eating.
  • Brand positioning development and name generation for a major new Jamie Oliver restaurant in Dubai
  • Completed as part of a new business pitch to Jumeira Golf Estates

  • Johnnie Walker

    Working with Sedley Place Design
    One of Diageo’s ‘Global Priority Brands’ and one of the most recognisable brands in the world.
  • Exploration of the use of black and gold in premium packaging across global markets such as chocolate, perfumes, spirits and cosmetics
  • Identification of implications for Johnnie Walker

  • Aanya Real Estate

    An Indian real estate company with US$1 billion of real estate projects under development.
  • Corporate brand positioning for Aanya Real Estate
  • Brand positioning for prestigious, ‘eco-living’ 300 acre+ development in the city of Nagpur

  • Chestertons

    Working with Leahy Brand Design
    The London and international property specialist.
  • Stakeholder interviews
  • Brand workshop facilitation

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    Up to the Light can:

    Jonathan is an experienced brand positioning expert, whether for client brands or an agency's own positioning. What I like about Jonathan is that he doesn't produce brand strategy waffle or complicate things for the sake of it. He deals in clarity, insight and the kind of thinking that can help inspire a creative team. Fiona Nash, Director, Sedley Place
    • Conduct stakeholder interviews
    • Conduct competitive reviews
    • Plan and facilitate brand workshops
    • Originate straplines and brand names
    • Conduct focus group research
    • Define brand positioning and brand architecture
    • Website copywriting
    • Brand Book copywriting
    • Run ‘Brand Champions’ training
     

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