FLOCK TOGETHER:

STRATEGIC GROWTH & DIVERSIFICATION OF CULTURE COMMUNITY

  • ORGANISATIONAL & GROWTH STRATEGY

  • OPERATIONS

  • PROJECT DIRECTION

  • ACTIVATION






OVERVIEW
Flock Together began as a grassroots birdwatching collective for POC and quickly evolved into a global movement bringing POC creativity to nature and the outdoors. I worked alongside the Founder as Director / Executive Producer to optimise brand partnerships, evolve structures, support development of  the overall offering and deliver against Founder vision. 

THE APPROACH
  • Structural Development: Supported the ongoing development of Flock Together's proposition and offering, establishing business and organisational structures to cement its position as a global nature movement.

  • Brand Partnership Optimisation: Delivery of partnerships with the likes of Timberland, Uniqlo and Victorinox, enabling new expressions of POC creativity in nature and establishing Flock Together as a trusted cultural partner.

  • Strategic Partnerships & Funding: Executed strategic partnerships with the London Wildlife Trust, VF and Sony Foundations to unlock funding opportunities and infrastructure support to launch the Flock Together Academy for young people.

  • Music Content & Distribution: Negotiated label and distribution deal, serving as Executive Producer to deliver the 'Sounds of Nature' series of music and nature sounds albums and EPs, expanding Flock Together's reach and enabling listeners to experience the healing benefits of nature through audio.

THE IMPACT
Flock Together has grown from a community initiative into a globally recognised movement that has set the standard for opening up nature to underrepresented communities. The brand partnerships highlighted POC creativity in the outdoors, while the Academy and music initiatives diversified its offering, creating new avenues for youth education and cultural engagement. 

WHY IT MATTERS
Flock Together's impact demonstrates the power of cultural initiatives and community in driving meaningful social change. By leveraging partnerships, creating educational opportunities and showcasing music as a medium for nature connection, the organisation not only scaled its influence but also inspired a new narrative around the representation of POC in nature.