WRAY FORWARD (WARM STREET):

DEVELOPMENT OF BRAND CULTURE & COMMUNITY STRATEGY 

  • BRAND & CULTURE STRATEGY

  • CULTURAL INSIGHTS






THE CHALLENGE
Following on from their 2020 BLM pledge, Wray & Nephew sought to support the Black community in a meaningful and impactful way. Warm Street engaged me as Lead Strategist to develop an approach and activation plan that would meaningfully evolve how Wray & Nephew served its community. 

THE APPROACH

I developed the initial strategy for Wray Forward, leveraging the insight that supporting Black businesses would uplift the broader Black community as these businesses often hire other underrepresented people, creating a ripple effect that would deliver wider impact. Additionally, understanding that Black-owned businesses were disproportionately affected by the pandemic made targeted support even more crucial.

Research identified that many Black-owned businesses faced challenges including digital proficiency gaps among older generations and limited access to resources. Within music, which was central to Wray & Nephew's brand strategy, most post-BLM support initiatives focused on creative individuals rather than the businesses that formed the backbone of the industry.

A multi-year community programme was designed providing training, mentorship and accelerator support: empowering and educating older Black business owners on navigating the digital landscape to expand their reach, and  creating a growth accelerator to turbo charge the next generation of Black music entrepreneurs.THE IMPACT
These initiatives helped Black founders overcome systemic barriers, fostered long term resilience within the Black community and positioned Wray Forward as a cornerstone of community growth. It has successfully enrolled over 3,800 Black-owned businesses to date. With 66% of enrolled businesses being female-led and 100% of participants recommending it to others, the initiative garnered 10 Downing Street recognition, marking its influence in advancing Black entrepreneurship in the UK.

WHY IT MATTERS
Wray Forward has not only empowered individual business owners but has also become a jewel in Wray & Nephew’s local market strategy, raising the bar for culture-driven community initiatives. It serves as a model for how brands can use cultural insights to design impactful initiatives that address real community needs, uplift underrepresented voices and create meaningful, sustained change.