Creating a clear and compelling narrative for a University

The Challenge

True were asked to help solve a long-standing challenge: to create a clear and compelling narrative for the Estates organisation.

Previous attempts to produce this narrative had stalled, partly due to limited internal capacity and it was seen that an independent perspective could successfully align across the different voices and priorities.

Estates play a pivotal role at this university. They provide the innovative, inclusive and sustainable spaces that enable world-class learning, research and collaboration. Yet, historically, the function’s reputation within the university had been mixed. A relatively new leadership team was determined to change this, shifting perceptions by delivering on the essentials while creating inspiring spaces that enable academics, students and staff to thrive

To help accelerate this shift, True was asked to design and facilitate a process that would deliver a unifying narrative, one the Estates team could stand behind, share confidently, and use to drive consistent, meaningful communication.

The Process

True led a structured but agile process to develop the narrative.

  1. Listening first: A series of one-to-one interviews with members of the Estates leadership team surfaced insights, ambitions, and a range of priorities from the various areas.

  2. Sense-making: These insights were distilled into key themes and supported by initial proof points, examples that demonstrated the impact of Estates’ work.

  3. Co-creation: In a facilitated workshop, the leadership team reviewed, challenged, and refined these themes. The session then explored how the narrative could be applied in practice, from leadership communications to engagement with stakeholders and teams.

  4. Delivery: A final narrative was produced, bringing together four core messages and a one-page narrative supported by practical proof points.

The next phase focuses on embedding the narrative so that it becomes a living tool guiding communication, decision-making and stakeholder engagement.

Our ambition is for the narrative to be more than a communication framework. It should become a shared story of progress and purpose — helping every member of the Estates team clearly articulate how their work contributes to the University’s wider mission.