How do I position my organisation effectively?

By identifying clear values and a single organising idea.


The Worshipful Company of Chartered Secretaries and Administrators (WCCSA) was formed in 1976. It is the 87th Livery Company of the City of London.

Its role is to enhance the profession, governed by the Institute of Chartered Secretaries and Administrators, by fostering fellowship amongst its members and promoting charitable and educational activities. One way it does this is by awarding grants to students aspiring to become company secretaries.


Livery Companies have their origins in the trade guilds of medieval times, but many represent modern professions and trades. Like every organisation these days, effective communication is critical to success. Also, there are now 110 Livery Companies and each needs to be seen clearly.

While the WCCSA has promoted itself successfully for a number of years, it was recognised there was a need to describe the organisation more clearly so that it could sharpen its communication and sustain this focus in the months and years to come.

Gather was asked to articulate a brand positioning for WCSSA. We identified clear values and a single organising idea.


WCSSA used this work as the basis for refreshing its identity and website.


  • Stakeholder interviews
  • Desk research
  • Workshop
  • Positioning
  • Values
  • Single organising idea